Metaphorical or Straightforward? Comparing the Effectiveness of Different Types of Social Media Advertising
The existing studies have analyzed the advertising effects of metaphorical advertisements and straightforward adverts in traditional advertising media. However, their advertising effects on social media are still unclear. To address this issue, this study uses eye-tracking and questionnaires to exam...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-05-01
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| Series: | Frontiers in Neuroscience |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fnins.2022.851729/full |