TY  - JOUR 
AU  - Giraldo Romero, Yessica Ileana
AU  - Pérez de los Cobos Agüero, Carmen
AU  - Muñoz Leiva, Francisco
AU  - Higueras Castillo, Elena
AU  - Liébana Cabanillas, Francisco José
PY  - 2021
UR  - http://hdl.handle.net/10481/68738
AB  - Search engine marketing accounts for a high percentage of investment in platforms such as
Google. Several studies have confirmed that users have a negative bias towards advertisements, so
we apply social psychology theories via the elaboration...
LA  - eng
PB  - MDPI
KW  - Google
KW  - SEM
KW  - Regulatory fit
KW  - Elaboration probability model
KW  - Message framing
KW  - Eye-tracking
TI  - Influence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Study
DO  - 10.3390/jtaer16050066
ER  -