It makes a difference! Impact of social and personal message appeals on engagement with sponsored posts
Volume: 15, Issue: 4, Pages: 641 - 660
Published: Jul 13, 2021
Abstract
Purpose Grounded in uses and gratifications (U&G) theory and relying on the congruence/incongruence approaches, the current research aims to contribute to the study of interactive marketing by measuring the effectiveness of social and personal sponsored post message appeals on consumer psychological and behavioral engagement. A conceptual framework is suggested. Design/methodology/approach Data were collected during a field experiment...
Paper Details
Title
It makes a difference! Impact of social and personal message appeals on engagement with sponsored posts
Published Date
Jul 13, 2021
Volume
15
Issue
4
Pages
641 - 660
Citation AnalysisPro
You’ll need to upgrade your plan to Pro
Looking to understand the true influence of a researcher’s work across journals & affiliations?
- Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
- Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.
Notes
History