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Keywords: Self-construal theory
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Journal Articles
Journal:
Journal of Indian Business Research
Journal of Indian Business Research (2021) 13 (1): 30–42.
Published: 19 October 2018
... Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Need for affect Anthropomorphism Pro-social behavior Persuasive advertisement Self-construal theory A vital part of social marketing in communicating social causes is public service advertisement (PSA) (Fox...
