Advertising creativity: Its effects on interactive digital media response states towards consumers’ hierarchy of effects
The study focuses on the influence of Advertising Creativity (AC) on advertising effectiveness in the context of emerging dynamic characteristics of Interactive Digital Media (IDM). This investigation extends the process of Advertising Creativity reception towards the different stages of the Hierarc...
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| Main Author: | |
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| Format: | text |
| Language: | English |
| Published: |
Animo Repository
2023
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| Subjects: | |
| Online Access: | https://animorepository.dlsu.edu.ph/etdd_manorg/8 https://animorepository.dlsu.edu.ph/context/etdd_manorg/article/1009/viewcontent/Advertising_Creativity__Its_Effects_on_Interactive_Digital_Media_Redacted2.pdf |
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| Institution: | De La Salle University |
| Language: | English |