Huang, Xiao; Kader, Mohammad Shahidul; Kim, Seeun - In: Journal of Research in Interactive Marketing 16 (2021) 4, pp. 665-682
Purpose: The authors aim to examine how the construal level, either as an individual temporal orientation or temporal distance of promotion, moderates the effects of emojis' emotional intensity on consumers' purchase intentions in social media advertising. Design/methodology/approach: Two...