Effect of message interactivity on product attitudes and purchase intentions
Holly K. Ott, Michail Vafeiadis, Sushma Kumble, and T. Franklin Waddell
| 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 | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Social Web | Social web | Kaufentscheidung | Purchase decision | Verkaufsförderung | Sales promotion | Virales Marketing | Viral marketing | Interaktive Medien | Interactive media |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2015.1107011 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011522049