Decoding demarketing advertising effects through the IMC lens: the role of earned and paid media
Year: 2024
Type: article
Authors: Hye Jin Yoon, Yoon-Joo Lee, Shuoya Sun
Institutions: University of Georgia, Washington State University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: closed
OpenAlex ID: W4391743405