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Keywords: Message valence
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Journal Articles
Journal:
Online Information Review
Online Information Review (2020) 44 (3): 685–704.
Published: 06 March 2020
... (egoistic vs altruistic) on consumer responses to Instagram-based pro-veganism content. Experiment 2 (N = 288) examined effects of source type (celebrity vs noncelebrity) and message valence (positive vs negative) on consumer responses to Instagram-based pro-veganism content. Findings Results...
