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Social Media Advertising: The Role of the Social Media Platform and the Advertised Brand in Attitude Formation and Purchase Intention

Maria Madlberger, Lisa Kraemmer. Social Media Advertising: The Role of the Social Media Platform and the Advertised Brand in Attitude Formation and Purchase Intention. In Alessandro Bozzon, Francisco José Domínguez-Mayo, Joaquim Filipe, editors, Proceedings of the 15th International Conference on Web Information Systems and Technologies, WEBIST 2019, Vienna, Austria, September 18-20, 2019. pages 100-109, ScitePress, 2019. [doi]

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