MARKETING GOES UNDERCOVER; AN EXPERIMENTAL STUDY ON UNDERCOVER VS DISCLOSE MARKETING TOWARD GEN Z IN INSTAGRAM, THE MODERATING ROLE OF ADVERTISING SOURCE

• Main Author: Nabiel Ikram, Thariq
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/38784
• Institution: Institut Teknologi Bandung

In a world with million of ads communicated across multiple medias every day, a new challenge for marketers has arised as people nowadays are creating ad-avoiding behaviour where they become more cautious and selective toward marketing messages. Undercover marketing, a marketing strategy that purpos...