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Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media

Background: Social media offers a cost-effective and wide-reaching advertising platform for marketers. Objectively testing the effectiveness of social media advertising remains difficult due to a lack of guiding frameworks and applicable behavioral measures. This study examines advertising appeals’...

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Detalles Bibliográficos
Autores principales:	Yousef, Murooj, Dietrich, Timo, Rundle-Thiele, Sharyn
Formato:	Online Artículo Texto
Lenguaje:	English
Publicado:	MDPI 2021
Materias:	Article
Acceso en línea:	https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8199559/ https://www.ncbi.nlm.nih.gov/pubmed/34206119 http://dx.doi.org/10.3390/ijerph18115954

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