Planning Facebook message strategy and creative appeal for effective ad engagement : an exploratory study
Dorit Zimand Sheiner and Ofrit Kol and Shalom Levy
| Year of publication: |
2024
|
|---|---|
| Authors: | Sheiner, Dorit Zimand ; Kol, Ofrit ; Levy, Shalom |
| Published in: |
Marketing intelligence & planning. - Bingley : Emerald, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 42.2024, 7, p. 1195-1213
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| Subject: | Behavioral engagement | Cognitive engagements | Creative appeal | Effectiveness | Facebook | Involvement | Message strategy | Psychological engagement | Social media advertising (SMA) | Social Web | Social web | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Kreativität | Creativity | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Kognition | Cognition | Beziehungsmarketing | Relationship marketing | Leistungsmotivation | Work motivation |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/MIP-06-2023-0293 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015056973