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Examining Individuals' Ads Click Intention in the Wechat Moments: A Lens of Elaboration Likelihood Model.
Zhen Shao
Zhengyuan Pan
Rui Zhao
Jiandong Wang
Published in:
PACIS (2019)
Keyphrases
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likelihood model
probabilistic model
sponsored search
click prediction
contextual advertising
search engine
web search
user behavior
behavioral targeting
search advertising
online advertising
keywords
click through rate
targeted advertising
data sets
moment invariants
computer mediated
genetic algorithm