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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Bibliographic Details
Main Author: CHENG, Yu
Format: text
Language:English
Published: 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

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