A9. I Know It’S Not Real, But I Like It!

Questionable practices in online advertising have triggered cautiousness among consumers when they encountered information on social media. While consumers do not completely trust it, our studies demonstrate that they remain influenced. We further explore why people fail to discount information on social media even when they question its authenticity.



Citation:

Junxian Yang, Yue Wang, Jufinnie Lim, and Yu-chen Hung (2018) ,"A9. I Know It’S Not Real, But I Like It!", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 936-936.

Authors

Junxian Yang, Singapore University of Social Sciences
Yue Wang, Singapore University of Social Sciences
Jufinnie Lim, Singapore University of Social Sciences
Yu-chen Hung, Singapore University of Social Sciences



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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