Pride and gratitude : egoistic versus altruistic appeals in social media advertising
Year of publication: |
2022
|
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Authors: | Baek, Tae Hyun ; Yoon, Sukki |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 142.2022, p. 499-511
|
Subject: | Charitable behavior | Donation appeals | Gratitude | Pride | Social media fundraising campaigns | Social Web | Social web | Fundraising | Altruismus | Altruism | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Virales Marketing | Viral marketing |
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