Marder, Ben; Marchant, Caroline; Archer-Brown, Chris; … - In: European Journal of Marketing 52 (2018) 3/4, pp. 702-724
Purpose: Acquiring “Likes” for a political party or candidate’s Facebook pages is important for political marketers. For consumers, these “Likes” are conspicuous, making their political affiliation visible to their network. This paper aims to examine the roles of the undesired...