Marketing mobile payment to baby boomers during COVID-19 pandemic : the role of emotional appeal, advertising creativity and perceived value
Year of publication: |
2023
|
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Authors: | Wisker, Zazli Lily |
Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 29.2023, 6, p. 535-557
|
Subject: | advertising creativity | Emotional appeal | perceived risk | perceived value | trust | Emotion | Coronavirus | Kreativität | Creativity | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Werbewirkung | Advertising effects | Vertrauen | Confidence |
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