Hooking Consumers with Stories: Sequential Mediation Analyses On Ad Credibility and Purchase Intentions
The present study aims to compare two different advertising types that are known to have a significant role on advertising credibility and purchase intentions. The effects of narrative ads through being-hooked and of expert endorsement through internalization on the dependent variables were analyzed...
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| Formato: | article |
| Lenguaje: | EN TR |
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Erciyes University
2021
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| Acceso en línea: | https://doaj.org/article/945c9fe967444f5785a220d2e9c978d0 |
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