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Advertising creativity: Its influence on media response states towards the Hierarchy of effects
The study investigates the influence of Advertising Creativity (AC) on Ad effectiveness in the context of Interactive Digital Media (IDM). The inquiry seeks to bridge a somewhat limited regard for AC in the context of IDM and provide insight into AC's place in audience communication processes a...
| Autores principales: | , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Elsevier
2023
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10477490/ https://www.ncbi.nlm.nih.gov/pubmed/37674855 http://dx.doi.org/10.1016/j.heliyon.2023.e19283 |