Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media
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- Kim, Minseong & Kim, Jihye, 2024. "From empathetic hearts to digital hands: A study of compassion and donation behavior in social media advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
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Keywords
emotional appeals; social advertising; behavior change; social media; advertising effectiveness; charity advertising; environmental advertising;All these keywords.
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