Creative appeals in firm-generated content and product performance
Year of publication: |
2022
|
---|---|
Authors: | Mu, Jifeng ; Zhang, Jonathan ; Borah, Abhishek ; Qi, Jiayin |
Published in: |
Information systems research : ISR. - Linthicum, Md. : INFORMS, ISSN 1526-5536, ZDB-ID 2027203-0. - Vol. 33.2022, 1, p. 18-42
|
Subject: | firm-generated content | hedonic appeals | utilitarian appeals | message consistency | message quality | message complexity | social media | digital marketing | Social Web | Social web | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Kreativität | Creativity |
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