Effect of message interactivity on product attitudes and purchase intentions
Year of publication: |
January-June 2016
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Authors: | Ott, Holly K. ; Vafeiadis, Michail ; Kumble, Sushma ; Waddell, T. Franklin |
Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 22.2016, 1, p. 89-106
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Subject: | brand likeability | message interactivity | perceived informativeness | product likeability | purchase intentions | promotion strategy | social networking sites | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Social Web | Social web | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Soziale Beziehungen | Social relations |
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