Personality-based engagement : an examination of personality and message factors on consumer responses to social media advertisements
Naa Amponsah Dodoo and Cynthia Morton Padovano
| Year of publication: |
2020
|
|---|---|
| Authors: | Dodoo, Naa Amponsah ; Padovano, Cynthia Morton |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 26.2020, 4, p. 481-503
|
| Subject: | Consumer responses | personality traits | persuasion | product appeal | regulatory focus | social media advertisements | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Online-Marketing | Internet marketing | Persönlichkeitspsychologie | Personality psychology | Werbung | Advertising | Persönlichkeitsmerkmal | Personality trait |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2020.1719954 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012179138