Impression management for corporate brands over mobile media
Abstract
Purpose As organizations increasingly engage with consumers over mobile devices, there is a growing need to understand how consumers react to impression management over platforms with limited textual content. The purpose of this paper is to empirically assess how different impression management tactics can be used in mobile media to enhance consumer perception-attitude-intentions toward a corporate brand. Design/methodology/approach We surveyed...
Paper Details
Title
Impression management for corporate brands over mobile media
Published Date
Jul 16, 2018
Volume
27
Issue
4
Pages
385 - 403
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