Effect of ambush marketing on attitude and purchase intention in the social media context: misidentification and identification

Research Questions This research examined the effects of ambush marketing (yes/no), content presentation format (image/video), advertising time (6 sec/15 sec), and message delivery format (Story/post) on consumer attitude and purchase intention regarding a brand that engaged in ambush marketing on Instagram.Research Methods Two experiments were conducted and ANOCOVA was performed.Results and Findings Experiment 1, which was conducted with 166...