Does congruency matter for online green demarketing campaigns? Examining the effects of retargeting display ads embedded in different browsing contexts - Yoon, Hye Jin; Lee, Yoon-Joo; Sun, Shuoya; Joo, Jinho (Journal of research in interactive marketing, 2023)
Keywords: Attitudes; Browsing; Consumers; Consumption; Context; Electronic commerce; Factorial design; Green marketing; Information processing; News; Perceptions; Shopping; Websites; Online brand activism; Green demarketing campaigns; Display ads; Browsing context effects; Retargeting ads