{"title":"The vampire effect of smartphone swiping: how atypical motor actions increase ad attention but impair brand recall","authors":"Stefan Rohrbach, Daniel Bruns, Tobias Langner","doi":"10.1080/02650487.2024.2354081","DOIUrl":null,"url":null,"abstract":"Consumers’ swiping behavior largely determines their exposure to social media advertisements. According to embodied cognition and enactment theory, advertisers might leverage atypical swiping to in...","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":"21 1","pages":""},"PeriodicalIF":5.3000,"publicationDate":"2024-06-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Advertising","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1080/02650487.2024.2354081","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Consumers’ swiping behavior largely determines their exposure to social media advertisements. According to embodied cognition and enactment theory, advertisers might leverage atypical swiping to in...
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