How do morning and friendly ads influence mobile advertising? : a mediation perspective using appraisal theory
Ava Hajian, Victor R. Prybutok and Hsia-Ching Chang
| Year of publication: |
2023
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|---|---|
| Authors: | Hajian, Ava ; Prybutok, Victor R. ; Chang, Hsia-Ching |
| Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 29.2023, 5, p. 510-532
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| Subject: | Appraisal theory of emotions | Friendly-tone ads | Mobile advertising | Morning delivery ads | Werbung | Advertising | Online-Marketing | Internet marketing | Emotion | Werbewirkung | Advertising effects | Mobilkommunikation | Mobile communications | Mobile Marketing | Mobile marketing | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2022.2053869 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014321989