Green advertising on social media : brand authenticity mediates the effect of different appeals on purchase intent and digital engagement
Matthew Pittman, Anne Oeldorf-Hirsch and Ashley Brannan
| Year of publication: |
2022
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|---|---|
| Authors: | Pittman, Matthew ; Oeldorf-Hirsch, Anne ; Brannan, Ashley |
| Published in: |
Journal of current issues and research in advertising. - Abingdon, Oxon : Routledge, Taylor & Francis Group, ISSN 2164-7313, ZDB-ID 2070081-7. - Vol. 43.2022, 1, p. 106-121
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| Subject: | Social Web | Social web | Werbung | Advertising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Markenimage | Brand image | Öko-Marketing | Green marketing | Virales Marketing | Viral marketing | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10641734.2021.1964655 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012821768