Hooking Consumers with Stories: Sequential Mediation Analyses On Ad Credibility and Purchase Intentions
The present study aims to compare two different advertising types that are known to have a significant role on advertising credibility and purchase intentions. The effects of narrative ads through being-hooked and of expert endorsement through internalization on the dependent variables were analyzed...
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| Format: | Article |
| Language: | English |
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Erciyes University
2021-01-01
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| Series: | Erciyes iletişim Dergisi |
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| Online Access: | https://dergipark.org.tr/tr/pub/erciyesiletisim/issue/60090/797809 |