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Understanding the differential effectiveness of marketer versus user-generated advertisements in closed social networking sites: an empirical study of WeChat

Teng Teng, Huifang Li 0005, Yulin Fang, Lingzhi Shen. Understanding the differential effectiveness of marketer versus user-generated advertisements in closed social networking sites: an empirical study of WeChat. Internet Research, 32(6):1910-1929, 2022. [doi]

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