Using affective content to promote high-involvement services on social media
Hai-Anh Tran, Andrew Farrell, Heiner Evanschitzky, Bach Nguyen, Anna-Lena Ackfeldt
| Year of publication: |
2024
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|---|---|
| Authors: | Tran, Hai-Anh ; Farrell, Andrew ; Evanschitzky, Heiner ; Bach Nguyen ; Ackfeldt, Anna-Lena |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 179.2024, Art.-No. 114676, p. 1-13
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| Subject: | Affective content | High-involvement services | Purchase intentions | Social media | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2024.114676 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014555850