Empowering emotion : the driving force of share and purchase intentions in viral advertising
Taylor Jing Wen, Chang Won Choi, Linwan Wu and Jon D. Morris
| Year of publication: |
2022
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|---|---|
| Authors: | Wen, Taylor Jing ; Choi, Chang-Won ; Wu, Linwan ; Morris, Jon D. |
| Published in: |
Journal of current issues and research in advertising. - Abingdon, Oxon : Routledge, Taylor & Francis Group, ISSN 2164-7313, ZDB-ID 2070081-7. - Vol. 43.2022, 1, p. 47-67
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| Subject: | Emotion | Werbung | Advertising | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Marketing | Werbewirkung | Advertising effects |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10641734.2021.1937408 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012821765