Open UTDAcademic Journal Reviews
10.1509/jmr.14.0117
ArticleJournal of Marketing Research

A Dynamic Model for Digital Advertising: The Effects of Creative Format, Message Content, and Targeting on Engagement

Norris I. BruceB.P.S. MurthiRam C. Rao
2017Volume 54 · Issue 2pp. 202-218
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