Role of Skepticism and Message Elaboration in Determining Consumers’ Response to Cause-Related Marketing Claims on Facebook Brand Pages

Autor:	Mikyeung Bae
Rok vydání:	2019
Předmět:	Marketing Heuristic media_common.quotation_subject 05 social sciences Marketing communication Advertising 0502 economics and business 050211 marketing Psychology 050203 business & management Elaboration Skepticism media_common
Zdroj:	Journal of Current Issues & Research in Advertising. 41:301-331
ISSN:	2164-7313 1064-1734
DOI:	10.1080/10641734.2019.1666071
Popis:	This study explores whether the negative effects of consumer skepticism toward cause-related marketing communications can be lessened through emotional messaging and heuristic cues such as the numb...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::6b0ac1df1dba22ae42ebfa2e5759b859 https://doi.org/10.1080/10641734.2019.1666071 Zobrazit plný text záznamu