Fostering consumer engagement during an omnipresent victim crisis : understanding the role of values in pandemic-themed advertising
Chen Lou, Xuan Zhou, Xun (Irene) Huang, Chen Qiu, Mingquan Yuan
| Year of publication: |
2023
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|---|---|
| Authors: | Lou, Chen ; Zhou, Xuan ; Huang, Xun Irene ; Qiu, Chen ; Yuan, Mingquan |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 42.2023, 5, p. 890-915
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| Subject: | COVID-19 | consumer engagement | Pandemic-themed advertising | social media analytics | values | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Coronavirus | Werbung | Advertising | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2022.2111830 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014296437