Ad-Brand Schema Incongruity Effects on Engagement with Facebook Posts
<p>This study takes schema theory and schema incongruity and applies them to modern advertising on Facebook. Ad-brand schema incongruity?s effects are measured with a psychological social media engagement scale. This study finds success in applying this theory for the first time to social medi...
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| Language: | EN |
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University of Louisiana at Lafayette
2019
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| Online Access: | http://pqdtopen.proquest.com/#viewpdf?dispub=10812971 |