Using personalization for cause-related marketing beyond compassion fade on social media
Jihye Kim and Minseong Kim
| Year of publication: |
2023
|
|---|---|
| Authors: | Kim, Jihye ; Kim, Min-Seong |
| Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7130, ZDB-ID 2556111-X. - Vol. 17.2023, 2, p. 299-316
|
| Subject: | Social media | Advertising | Cause-related marketing | Compassion fade | Personalization | Social Web | Social web | Cause-Related Marketing | Online-Marketing | Internet marketing | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JRIM-10-2021-0242 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014313377