Interactive vs transactional: how social media ads engage consumers with disparate regulatory orientation and lay rationalism - researchr publication

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Pianpian Yang, Yufan Jiang, Yuxi Lin, Shuang Geng, Rui Wang. Interactive vs transactional: how social media ads engage consumers with disparate regulatory orientation and lay rationalism. Industrial Management and Data Systems, 124(10):2847-2869, 2024. [doi]

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