Empathy toward social media advertisements : the moderating role of ad intrusiveness
Nilesh Arora, Meghna Rana, and Sanjeev Prashar
| Year of publication: |
2023
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|---|---|
| Authors: | Arora, Nilesh ; Rana, Meghna ; Prashar, Sanjeev |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 29.2023, 4, p. 535-568
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| Subject: | consumer attitude | empathy expression | purchase intention | social media advertising | social media marketing | Online-Marketing | Internet marketing | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Emotion | Werbung | Advertising | Werbewirkung | Advertising effects |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2022.2163038 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013550372