What Drives Positive EWOM on Native Advertising? The Impact of Design Characteristics and Brand-Content Incongruency

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

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Author(s)

Related Research Unit(s)

Detail(s)

Original languageEnglish
Title of host publicationMarketing on Fire: Burning Questions, Hot New Methods, and Practical Ideas Worth Spreading
Subtitle of host publication2019 Summer AMA Conference
EditorsKeisha Cutright, James Alvarez Mourey, Renana Peres
PublisherAmerican Marketing Association
PagesAOP-2-AOP-3
ISBN (electronic)978-0-87757-005-9
Publication statusPublished - Aug 2019

Conference

Title2019 AMA Summer Academic Conference
PlaceUnited States
CityChicago
Period9 - 11 August 2019

Link(s)

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Permanent Link https://scholars.cityu.edu.hk/en/publications/publication(506d56f8-858a-423b-a0a3-ead12d2e02d8).html

Abstract

This study examines the effect of design characteristics and brand-content incongruency on eWOM (likes and comments) of native advertising.

Research Area(s)

  • native advertising, brand-content incongruency, design characteristics, eWOM

Bibliographic Note

Research Unit(s) information for this publication is provided by the author(s) concerned.

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Publication fingerprints text

100
Design Social Sciences
100
Advertising Social Sciences
100
Indigenous Peoples Social Sciences
100
Content Social Sciences
100
Design Characterist... Keyphrases
100
Native Advertising Keyphrases
100
Branded Content Keyphrases
100
Incongruency Keyphrases
100
design INIS
100
advertising INIS
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Citation Format(s)

[ RIS ] [ BibTeX ]
What Drives Positive EWOM on Native Advertising? The Impact of Design Characteristics and Brand-Content Incongruency. / Li, Qixing; Dou, Wenyu.
Marketing on Fire: Burning Questions, Hot New Methods, and Practical Ideas Worth Spreading: 2019 Summer AMA Conference. ed. / Keisha Cutright; James Alvarez Mourey; Renana Peres. American Marketing Association, 2019. p. AOP-2-AOP-3.

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review