Browsing Theses (MU) by Identifier "https://hdl.handle.net/10355/56080"
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To clickbait or not to clickbait? : an examination of clickbait headline effects on source credibility
(University of Missouri--Columbia, 2016)One content marketing strategy currently proliferating on Facebook is the use of "clickbait," or sensational, headlines to attract readers to view the content being marketed. The aim of this study is to examine how the use ...