Using personalization for cause-related marketing beyond compassion fade on social media
Year of publication: |
2023
|
---|---|
Authors: | Kim, Jihye ; Kim, Min-Seong |
Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7130, ZDB-ID 2556111-X. - Vol. 17.2023, 2, p. 299-316
|
Subject: | Social media | Advertising | Cause-related marketing | Compassion fade | Personalization | Social Web | Social web | Cause-Related Marketing | Online-Marketing | Internet marketing | Werbung | Marketingmanagement | Marketing management |
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