Investigating the impact of viral message appeal and message credibility on consumer attitude toward brand
Year of publication: |
December 2016
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Authors: | Esmaeilpour, Majid ; Aram, Farshad |
Published in: |
International journal of business and economic sciences applied research : IJBESAR. - Kavala : [Verlag nicht ermittelbar], ISSN 2408-0101, ZDB-ID 2836461-2. - Vol. 9.2016, 3, p. 24-33
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Subject: | Viral marketing | message appeal | message source credibility | consumer attitude | the level of intellectual involvement | the level of risk taking | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Werbewirkung | Advertising effects |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | hdl:10419/185649 [Handle] |
Classification: | M31 - Marketing ; M37 - Advertising |
Source: | ECONIS - Online Catalogue of the ZBW |
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