| Original language | English |
|---|---|
| Pages (from-to) | 17-33 |
| Number of pages | 17 |
| Journal | Journal of Interactive Advertising |
| Volume | 21 |
| Issue number | 1 |
| DOIs | |
| State | Published - 2021 |
| Externally published | Yes |
ASJC Scopus Subject Areas
- Communication
- Marketing
Native Advertising in WeChat Official Accounts: How Do Ad–Content Congruence and Ad Skepticism Influence Advertising Value and Effectiveness?
Jing Yang, Mengtian Jiang, Linwan Wu
Research output: Contribution to journal › Article › peer-review