The effect of emotional positivity of brand-generated social media messages on consumer attention and information sharing
João S. Oliveira, Kemefasu Ifie, Martin Sykora, Eleni Tsougkou, Vitor Castro, Suzanne Elayan
| Year of publication: |
2022
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|---|---|
| Authors: | Oliveira, João S. ; Ifie, Kemefasu ; Sykora, Martin ; Tsougkou, Eleni ; Castro, Vítor ; Elayan, Suzanne |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 140.2022, p. 49-61
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| Subject: | Brand emotions | Brands | Communication effectiveness | Message positivity | Social media | Twitter | Social Web | Social web | Emotion | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Marketingmanagement | Marketing management | Informationsverbreitung | Information dissemination | Markenartikel | Brand | Virales Marketing | Viral marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2021.11.063 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013040651