Abstract
This study examines the effect of design characteristics and brand-content incongruency on eWOM (likes and comments) of native advertising.
| Original language | English |
|---|---|
| Title of host publication | Marketing on Fire: Burning Questions, Hot New Methods, and Practical Ideas Worth Spreading |
| Subtitle of host publication | 2019 Summer AMA Conference |
| Editors | Keisha Cutright, James Alvarez Mourey, Renana Peres |
| Publisher | American Marketing Association |
| Pages | AOP-2-AOP-3 |
| ISBN (Electronic) | 978-0-87757-005-9 |
| Publication status | Published - Aug 2019 |
| Event | 2019 AMA Summer Academic Conference - Chicago, United States Duration: 9 Aug 2019 → 11 Aug 2019 https://www.ama.org/events/conference/2019-ama-summer-academic-conference https://www.ama.org/wp-content/uploads/2019/08/full-agenda.pdf https://www.ama.org/wp-content/uploads/2019/08/2019-Summer-AMA-Proceedings.pdf |
Conference
| Conference | 2019 AMA Summer Academic Conference |
|---|---|
| Place | United States |
| City | Chicago |
| Period | 9/08/19 → 11/08/19 |
| Internet address |
Bibliographical note
Research Unit(s) information for this publication is provided by the author(s) concerned.Research Keywords
- native advertising
- brand-content incongruency
- design characteristics
- eWOM
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