The influence of taboo level on emotional versus rational user-generated messages
Andinet Worku Gebreselassie, Roger Bougie
| Year of publication: |
2024
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|---|---|
| Authors: | Gebreselassie, Andinet Worku ; Bougie, Roger |
| Published in: |
International review on public and non-profit marketing. - Berlin : Springer, ISSN 1865-1992, ZDB-ID 2423129-0. - Vol. 21.2024, 4, p. 999-1025
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| Subject: | And user generated content | Emotional appeal | Perception of level of taboo | Rational appeal | Social communication | Social marketing communication | Emotion | Social Marketing | Social marketing | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management | Kommunikation | Communication | Rationalität | Rationality | Wahrnehmung | Perception | Social Web | Social web | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s12208-024-00409-6 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015187349