Creating persuasive health messages on social media : effects of humor and perceived efficacy on health attitudes and intentions
Tianjiao Wang, Rachelle Pavelko
| Year of publication: |
2023
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|---|---|
| Authors: | Wang, Tianjiao ; Pavelko, Rachelle |
| Published in: |
Health marketing quarterly. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1545-0864, ZDB-ID 2068500-2. - Vol. 40.2023, 3, p. 326-346
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| Subject: | Attitudes | incongruity humor | intentions | perceived efficacy | Humor | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Gesundheit | Health | Online-Marketing | Internet marketing |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/07359683.2022.2109396 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014333920