1H Make Me Think Or Tell Me a Story: the Effect of Category Interest, Need For Cognition, and Transportation Tendency in Social Media Advertising
The current research empirically documents the positive effects of category interest, need for cognition, and transportation tendency on the persuasiveness of social media adverting and, more importantly, examines the perceived usefulness of posted information and the perceived manipulative intent as the psychological mechanism underlying the observed effects.
Kaptceva Valeriia, Felicia Caitlin, and Nara Youn (2019) ,"1H Make Me Think Or Tell Me a Story: the Effect of Category Interest, Need For Cognition, and Transportation Tendency in Social Media Advertising", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 996-996.
Kaptceva Valeriia, Hongik University, South Korea
Felicia Caitlin, Hongik University, South Korea
Nara Youn, Hongik University, South Korea
NA - Advances in Consumer Research Volume 47 | 2019
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