Understanding the Differential Effectiveness of Marketer versus User-generated Advertisements in Closed Social Networking Sites: An Empirical Study of WeChat

Teng Teng, Huifang Li, Yulin Fang, Lingzhi Shen

Research output: Contribution to journalArticlepeer-review

5 Citations (Scopus)
416 Downloads (Pure)

Fingerprint

Dive into the research topics of 'Understanding the Differential Effectiveness of Marketer versus User-generated Advertisements in Closed Social Networking Sites: An Empirical Study of WeChat'. Together they form a unique fingerprint.

Social Sciences

Economics, Econometrics and Finance

Psychology