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Does telic/paratelic user mode matter on the effectiveness of interactive internet advertising? A reversal theory perspective

MarketingOnline Customer BehaviorMode MatterInteractive Internet AdvertisingDigital MarketingInteractive MarketingTargeted AdvertisingManagementUser ExperienceMarketing CommunicationConsumer ResearchOnline AdvertisingAdvertising EffectivenessCommunicationConsumer AppealAdvertisingPersuasionReversal Theory Perspective