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Consumer attitude formation from eWOM : interplay between cognition and affect
Kim, Jinsoo - In: International journal of internet marketing and … 11 (2017) 4, pp. 330-354
Persistent link: https://www.econbiz.de/10011859084
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Is cause-related marketing all the same for different cultures?
Mora, Elísabet; Küster, Inés; Vila, Natalia - In: Journal of international consumer marketing 36 (2024) 2, pp. 166-179
Persistent link: https://www.econbiz.de/10014515023
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Investigating the relationship between the content of online word of mouth, advertising, and brand performance
Gopinath, Shyam; Thomas, Jacquelyn S.; Krishnamurthi, … - In: Marketing science : the marketing journal of the … 33 (2014) 2, pp. 241-258
Persistent link: https://www.econbiz.de/10010358784
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Empowering emotion : the driving force of share and purchase intentions in viral advertising
Wen, Taylor Jing; Choi, Chang-Won; Wu, Linwan; Morris, … - In: Journal of current issues and research in advertising 43 (2022) 1, pp. 47-67
Persistent link: https://www.econbiz.de/10012821765
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Examining the impact of television-program-induced emotions on online word-of-mouth toward television advertising
Nian, Tingting; Hu, Yuheng; Chen, Cheng - In: Information systems research : ISR 32 (2021) 2, pp. 605-632
Persistent link: https://www.econbiz.de/10012599905
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Mixed emotional appeal enhances positive word-of-mouth : the moderating role of narrative person
Quach, Sara; Septianto, Felix; Thaichon, Park; Chiew, … - In: Journal of retailing and consumer services 62 (2021), pp. 1-13
Persistent link: https://www.econbiz.de/10012648877
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The impact of Hspanic-targeted advertising on consumers'brand love in services
Madadi, Rozbeh; Torres, Ivonne M.; Fazli-Salehi, Reza; … - In: Journal of international consumer marketing 33 (2021) 2, pp. 137-158
Persistent link: https://www.econbiz.de/10012483607
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What happens after consumption? : role of autobiographical memory experience, nostalgia and evangelizing
Sivar, V. J.; Johny, B. Issac - In: International journal of business policy and economics 12 (2019) 2, pp. 125-137
Persistent link: https://www.econbiz.de/10012429773
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What Drives Virality (Sharing, Spread) of YouTube Video Ads : Emotion vs Brand Prominence and Information
Tellis, Gerard J.; MacInnis, Deborah J.; Tirunillai, … - 2020
The authors test six theoretically-derived hypotheses about ad characteristics that influence digital sharing. Two completely independent field studies test these hypotheses using over 11 measures of emotions and over 60 ad characteristics. The results are consistent with our theory and robust...
Persistent link: https://www.econbiz.de/10014099091
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What Makes Youtube Videos Go Viral? Emotional Triggers and Shopper's Engagement in Viral Advertising
2020
behavior point of view. This study contributes to how emotional triggers (e.g. positive emotion, negative emotion, tone) of …
Persistent link: https://www.econbiz.de/10014100916