The effect of ad appeal on ad effectiveness: The moderating role of AI-generated narrative

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Keywords	Advertising appeals, advertising effectiveness, artificial intelligence, narrative
Thesis Advisor	De Raaf, Daan, Ferecatu, Alina
Persistent URL	hdl.handle.net/2105/69444
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA APA Style APA-ALL Style AAA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Barucija, Alen. (2023). The effect of ad appeal on ad effectiveness: The moderating role of AI-generated narrative. In Marketing Management.http://hdl.handle.net/2105/69444

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