An evaluation of source effects in consumer generated ads
The continuous advancement in information and communication technologies transforms the media and its audiences. The new media environment has provided the audiences with a great control power over the media consumption process. Interaction and participation are the connatural features of new media,...
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| Format: | Article |
| Language: | English |
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Universidad de Navarra
2018-01-01
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| Series: | Communication & Society (Formerly Comunicación y Sociedad) |
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| Online Access: | https://revistas.unav.edu/index.php/communication-and-society/article/view/35718 |