"Interactive vs transactional: how social media ads engage consumers with ..."

Pianpian Yang et al. (2024)

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DOI: 10.1108/IMDS-07-2023-0498

access: closed

type: Journal Article

metadata version: 2025-03-05

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Pianpian Yang, Yufan Jiang, Yuxi Lin, Shuang Geng, Rui Wang:
Interactive vs transactional: how social media ads engage consumers with disparate regulatory orientation and lay rationalism. Ind. Manag. Data Syst. 124(10): 2847-2869 (2024)

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