Does Traditional Advertising Theory Apply to the Digital World? A Replication Analysis Questions the Relevance of the Elaboration Likelihood Model
Queensland University of Technology
Northwestern University
ESC Rennes...
Does Traditional Advertising Theory Apply to the Digital World? A Replication Analysis Questions the Relevance of the Elaboration Likelihood Model
All theory is based on a set of seminal concepts and empirical research that are assumed to be replicable and inviolate over time.
