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Keywords: Message orientation
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Journal Articles
The roles of message appeals and orientation on social media brand communication effectiveness: An evidence from Indonesia
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Asia Pacific Journal of Marketing and Logistics (2018) 30 (4): 1135–1158.
Published: 31 October 2018
... in salesperson performance (e.g. Evans, 1963 ; McFarland et al., 2006). Effective selection of communication orientation requires marketers to adapt their communication style with the situation as different situation and consumer characteristics need to be approached with different message orientation...
