Narrative online advertising: identification and its effects on attitude toward a product

Author: Ching Russell K.H.   Tong Pingsheng   Chen Ja-Shen   Chen Hung-Yen  

Publisher: Emerald Group Publishing Ltd

ISSN: 1066-2243

Source: Internet Research: Electronic Networking Applications and Policy, Vol.23, Iss.4, 2013-08, pp. : 414-438

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