Huang, Ran; Ha, Sejin; Kim, Sun-Hwa - In: Journal of Research in Interactive Marketing 12 (2018) 3, pp. 274-292
Purpose: This paper aims to investigate the effectiveness of social media communication in luxury brand advertising from a narrative persuasion perspective. Specific purposes are to examine how characteristics of a message giver (i.e. comprehension fluency, imagery fluency) and message receiver...