التفاصيل البيبلوغرافية
العنوان:
Consumer Engagement with Brands’ COVID-19 Messaging on Social Media: The Role of Perceived Brand–Social Issue Fit and Brand Opportunism
المؤلفون:
Jing Yang , Juan Mundel
المصدر:
Journal of Interactive Advertising . 21:173-190
بيانات النشر:
Informa UK Limited, 2021.
سنة النشر:
2021
مصطلحات موضوعية:
Marketing , Coronavirus disease 2019 (COVID-19) , business.industry , Communication , Advertising , Social issues , medicine.disease_cause , Brand management , Consumer engagement , Pandemic , Opportunism , medicine , Social media , Business , Coronavirus
الوصف:
While the trade press has started to report on consumer responses to brand messaging about the ongoing novel coronavirus (COVID-19) pandemic, empirical results have yet to emerge. In this study, we...
تدمد:
1525-2019
URL الوصول:
https://explore.openaire.eu/search/publication?articleId=doi_________::992c3df26665a4bc605993497472d6d8 https://doi.org/10.1080/15252019.2021.1958274
رقم الأكسشن:
edsair.doi...........992c3df26665a4bc605993497472d6d8
قاعدة البيانات:
OpenAIRE
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