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Keywords: Message appeal
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2023) 57 (2): 533–561.
Published: 28 November 2022
...Payal S. Kapoor; M.S. Balaji; Yangyang Jiang Purpose This study aims to examine the role of message appeals (concrete vs abstract) posted by greenfluencers in determining their behavioral intention toward the sponsored sustainable product. This study examined the underlying mechanism of message...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (8): 2369–2390.
Published: 15 September 2022
... 2022 12 08 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Social media Gift-giving Message appeal Experiential gift Material gift Business-to-consumer gift-giving Specific to image-based social media, the affordance...
