IMPACT OF HUMOROUS NARRATIVE ONLINE ADVERTISING ON ATTITUDE TOWARD ADVERTISING: THE MODERATING ROLE OF ADs INVOLVEMENT

Advertising is one way for a business to reach more buyers. Utilizing stories in advertisements as an effective marketing communication tool for engaging audience emotions and building a strong relationship between brands and consumers. Through narrative online advertising, it can reach wider consum...

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Bibliographic Details
Main Authors: Nindria UNTARINI, Anik Lestari ANDJARWATI, Yessy ARTANTI, Widyastuti WIDYASTUTI, Monika TIARAWATI
Format: Article
Language:English
Published: Bucharest University of Economic Studies 2022-12-01
Series:Business Excellence and Management
Subjects:
Online Access:https://beman.ase.ro/no124/6.pdf