政治广告的欣赏与鉴赏:选民的议题参与度和与赞助商的一致性如何影响他们的反应和决策

IF 1.9 Q2 POLITICAL SCIENCE
H. D. Wu
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Enjoyment and Appreciation of Political Advertisements: How voters’ Issue Involvement and Congruence with the Sponsor Influence Their Responses and Decisions
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来源期刊
Journal of Political Marketing
Journal of Political Marketing POLITICAL SCIENCE-
CiteScore
4.10
自引率
8.30%
发文量
15
期刊介绍: The Journal of Political Marketing aims to be the leading scholarly journal examining the latest developments in the application of marketing methods to politics. As the political world becomes more complex and interwoven, it is imperative for all interested parties to stay abreast of “cutting edge” tools that are used in unique and different ways in countries around the world. The journal goes beyond the application of advertising to politics to study various strategic marketing tools such as: Voter segmentation Candidate positioning Use of multivariate statistical modeling to better understand the thinking and choices made by voters.
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