Ron Dotsch

Snap Inc

United States

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Congruence Affects Story Ad Engagement on Social Media

Northeastern U. D’Amore-McKim School of Business Research Paper No. 4790627

Number of pages: 43 Posted: 16 Apr 2024 Last Revised: 23 May 2025

Wen Xie, Ron Dotsch, Maarten Bos, Yakov Bart, Zhu Han and Yozen Liu

Northeastern Univeristy, Snap Inc, Harvard University - Business School (HBS), Northeastern University - D'Amore-McKim School of Business, University of Houston and Snap Inc

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