Visual attention paid to negative comments in cause-related posts : visual style and emotionality matter
Alberto Badenes-Rocha, Enrique Bigne and Carla Ruiz-Mafé
| Year of publication: |
2022
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|---|---|
| Authors: | Badenes-Rocha, Alberto ; Bigné Alcañiz, J. Enrique ; Ruiz Mafé, Carla |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 41.2022, 8, p. 1454-1476
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| Subject: | cause-related marketing | electronic word of mouth | execution style | eye-tracking | Instagram | visual attention | Virales Marketing | Viral marketing | Wahrnehmung | Perception | Cause-Related Marketing | Cause-related marketing | Emotion | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Visualisierung | Visualization | Social Web | Social web | Kognition | Cognition | Visuelle Wahrnehmung | Visual perception |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2022.2071394 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013484601