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Interplay of content type and product type in the consumer response to native advertising on social media
Kim, Mikyoung
;
Lee, Jin Kyun
;
Lee, Ki-Young
Article
Issue Date
2019
Citation
ASIAN JOURNAL OF COMMUNICATION, v.29, no.6, pp.464 - 482
Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
1
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Author
Lee, Jin Kyun
1
Lee, Ki Young
1
Kim, Mikyoung
1
Subject
CONGRUITY
1
content type
1
E-WOM
1
HYPOTHESES
1
INFORMATION
1
INVOLVEMENT
1
Native advertising
1
PERSUASION KNOWLEDGE
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persuasion knowledge model
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Date Issued
2019
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