Digital consumer engagement: examining the impact of native advertising exposure in a social network

PurposeThe digital environment afforded by social networks has created an opportunity to understand more clearly the impact of social media native advertising on advertising processing outcomes. Thus, the current study integrates native advertising with engagement literature to compare engagement ou...

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Veröffentlicht in:	Journal of research in interactive marketing 2023-06, Vol.17 (4), p.544-561
Hauptverfasser:	Sussman, Kristen L., Bright, Laura F., Wilcox, Gary B.
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Behavior Consumers Consumption Digital media Effectiveness Empirical analysis Exposure Marketing Purchase intention Social networks
Online-Zugang:	Volltext
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