Advertising creativity and its effects: a meta-analysis of the moderating role of modality

Article (Web of Science), Early Access (Web of Science)

• cited authors: Darley, William K.; Lim, Jeen-Su
• publication date: April 9, 2022
• webpage: Web of Science
• published in: MARKETING LETTERS Journal
• category: BUSINESS Category

keywords

• Advertising creativity
• Attitudes
• Behavioral intentions
• Cognition
• Meta-analysis
• Traditional and digital media