#5321. Informing, implying or directing? Testing the effects of message sidedness, conclusiveness and their interaction in national and local Google Ads campaigns

August 2026publication date
Proposal available till 13-05-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Marketing;
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Abstract:
Purpose: This study aims to apply and test the effectiveness of message sidedness and conclusiveness in Google Ads advertising. Design/methodology/approach: Four field experiments on Google Ad campaigns were conducted on the topics of energy and environment, the water–energy–food nexus, and a Higher-Ed program (at the national and local levels).
Keywords:
Conclusiveness; Google ads advertising; Search engine advertising; Sidedness

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