How does advertising salience impact conversion rates? The mediating role of consumer engagement
Previous studies have mainly analyzed the relationship between advertising salience and conversion rates using subjective data from questionnaires or experiments. However, existing researches have not provided a clear explanation of how advertising salience affects conversion rates. In contrast to t...
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2023
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| Online Access: | https://ink.library.smu.edu.sg/etd_coll/531 https://ink.library.smu.edu.sg/context/etd_coll/article/1529/viewcontent/GPBA_AY2016_DBA_Cheng__Yu.pdf |
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| Institution: | Singapore Management University |
| Language: | English |