The impact of personalization on viral behavior intentions on TikTok : the role of perceived creativity, authenticity, and need for uniqueness
Shu-Chuan Chu, Tao Deng and Juan Mundel
| Year of publication: |
2023
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|---|---|
| Authors: | Chu, Shu-Chuan ; Deng, Tao ; Mundel, Juan |
| Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 30.2024, 1, p. 1-20
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| Subject: | TikTok | personalization | perceived creativity | authenticity | need for uniqueness | and viral behavioral intentions | Kreativität | Creativity | Persönlichkeitspsychologie | Personality psychology | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing | Wahrnehmung | Perception |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2022.2098364 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014529134