社会比较广告策略与社会化媒体场景的匹配关系研究—

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费显政，王海燕，李垚玥

Matching Social Comparison Advertising Strategies with Social Media Contexts: The Role of Consumers’ Self-Awareness States

Fei Xianzheng，Wang Haiyan，Li Yaoyue

营销科学学报 . 2026, (3): 58 -77 .