A study on the influence of creative strategies in online advertising towards consumers’ attitude and purchase intention
The purpose of this paper is to study the influence of creative strategies (humour, code-switching and visual communication) in online advertising on consumer’s attitude towards advertisements and purchase intention. Boundaries of culture and nonboundaries of brands, online platforms and niche consu...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Department of Media and Communication Studies, Faculty of Arts and Social Sciences, University of Malaya, Malaysia.
2017
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/43460/2/28680 http://ir.unimas.my/id/eprint/43460/ https://jpmm.um.edu.my/index.php/JPMM/article/view/28680 https://doi.org/10.22452/jpmm.vol19no2.5 |
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