E3S Web of Conferences

More Is Not Better: An Inverted U-Shaped Relationship Between Advertising Creative Strategies and Consumer Review Valence

Jialu Yang, Yongge Niu and Yudian Luo

E3S Web Conf., 409 (2023) 03003

Published online: 01 August 2023

DOI: 10.1051/e3sconf/202340903003

Jialu Yang

Yongge Niu

Yudian Luo

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