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This study examines the within-participants effects of web advertising and product publicity and the between-participants effects of similar versus varied web product publicity and advertising messages on audiences' perceived trust, message believability, and attitudes toward web advertising and product publicity. The results suggest that perceptions of trust toward the marketing communication forms are the most influential factors when integrating product publicity and advertising. When audiences determine their perceived trust toward advertising and product publicity messages, it does not really matter what the messages are. Positive increments in attitude toward the article and message believability toward the advertisement are evident, however, in the varied messages condition, compared to the similar messages condition.
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