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...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Bucharest University of Economic Studies
2022-12-01
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| Series: | Business Excellence and Management |
| Subjects: | |
| Online Access: | https://beman.ase.ro/no124/6.pdf |
