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Consumer response towards social media advertising: Effect of media interactivity, its conditions and the underlying mechanism.
Sreejesh S
Justin Paul
Carolyn Strong
Jose Pius
Published in:
Int. J. Inf. Manag. (2020)
Keyphrases
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social media
internet advertising
consumer behavior
multimedia
social networks
media content
electronic commerce
e learning
sufficient conditions
cross media
selection mechanism
data mining
search advertising
purchase behavior
computational model
news media
online consumer