Consumer empowerment in interactive advertising and eWOM consequences: The PITRE model

Published on Jan 2, 2020in Journal of Marketing Communications
· DOI :10.1080/13527266.2019.1610028
Daniel Belanche16
Estimated H-index: 16
(University of Zaragoza),
Carlos Flavián51
Estimated H-index: 51
(University of Zaragoza),
Alfredo Pérez-Rueda6
Estimated H-index: 6
(University of Zaragoza)
Sources
Abstract
ABSTRACTModern users demand control over their advertising experience and a sense of empowerment throughout the communication process. In response, some platforms have introduced online features th...
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