Pride and gratitude: Egoistic versus altruistic appeals in social media advertising
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DOI: 10.1016/j.jbusres.2021.12.066
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- Jiang, Kan & Zheng, Junyuan & Luo, Shaohua, 2024. "Green power of virtual influencer: The role of virtual influencer image, emotional appeal, and product involvement," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
- Stefanos Balaskas & Aliki Panagiotarou & Maria Rigou, 2023. "Impact of Personality Traits on Small Charitable Donations: The Role of Altruism and Attitude towards an Advertisement," Societies, MDPI, vol. 13(6), pages 1-17, June.
- Shan, Minghui & Zhu, Zhenzhong & Song, Chunlei & Chen, Haipeng (Allan), 2023. "The effectiveness of advertising appeals: A culturally-derived power perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
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Keywords
Charitable behavior; Donation appeals; Gratitude; Pride; Social media fundraising campaigns;All these keywords.
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