Pet influencers on social media : the joint effect of message appeal and narrator
Lu Zhang, Wei Wei, Bobbie Rathjens, Yanyan Zheng
| Year of publication: |
2023
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|---|---|
| Authors: | Zhang, Lu ; Wei, Wei ; Rathjens, Bobbie ; Zheng, Yanyan |
| Published in: |
International journal of hospitality management. - Amsterdam [u.a.] : Elsevier, ISSN 0278-4319, ZDB-ID 1074264-5. - Vol. 110.2023, p. 1-10
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| Subject: | curiosity | message appeal | narrator | perceived helpfulness | pet influencer | social media | Social Web | Social web | Werbewirkung | Advertising effects | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Narrative Methode | Narrative method | Marketingmanagement | Marketing management | Online-Marketing | Internet marketing |