TY  - CPAPER
U1  - Konferenzveröffentlichung
A1  - Leister, Lukas
A1  - Schulten, Matthias B.
A1  - Decker, Alexander
T1  - Going Native: Choosing the Right Strategy as a Publisher
T2  - International Conference on Innovation and Management (IAM2017 Summer), July 4-7, 2017, Osaka, Japan
KW  - Native advertising
KW  - Publisher strategy
KW  - Publisher credibility
KW  - Attitude toward the Ad
KW  - Content congruence
KW  - Design congruence
Y1  - 2017
UR  - http://iam2018w.conf-online.org/history/IAM2017S.pdf
SN  - 2218-6387
SS  - 2218-6387
ER  -