"Media Strategy vs. Content Strategy in Online Advertising: Exploring the ..."

Kai Wang, Eric T. G. Wang, Cheng-Kiang Farn (2007)

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type: Conference or Workshop Paper

metadata version: 2020-11-11

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Kai Wang, Eric T. G. Wang, Cheng-Kiang Farn:
Media Strategy vs. Content Strategy in Online Advertising: Exploring the Influence of Consumers' Goal-Directedness for Web Navigation. PACIS 2007: 101

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