The Effect of Recipients’ Social Comparison Tendency on the Effectiveness of Indirect Advertising in TV Dramas : Moderated Mediating Effects of Advertising Skepticism and Advertising Avoidance
Year: 2024
Type: article
Authors: Hye-Min Byeon, Jung-Won Shim
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: closed
OpenAlex ID: W4404867564