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Valentina Milenkova and Vladislava Lendzhova
In the present day, Internet technology and social media totally dominate as a means of communication. The media and social interaction have a two-sided nature, as the important role is not only those of the media messages to the users, but of the users ...
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Melby Karina Zuniga Huertas and Tarcisio Duarte Coelho
This is a study of the way in which YouTubers? media metrics influence the effect of their one-sided messages (1SMs) and two-sided messages (2SMs), providing theoretical explanations based on the elaboration likelihood model. Its main objective is the pr...
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Yoon C. Cho, Jihoon Rim
A wide variety of alcohol warning (or moderation) messages, as integrated communication tools, have been designed to reduce or moderate consumer attitudes toward alcohol consumption. The aim of this study is to explore the relationship between alcohol wa...
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