Getting Everyone Onboard: Framing Collective Goal Progress Broadens Participation in Collective Marketing Campaigns

Collective marketing campaigns may feature goals that are not shared equally by all customers, such as a fundraiser for an environmental cause. For such campaigns, how can marketers encourage broad participation? The present research demonstrates that the framing of collective progress in such campa...

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Detalles Bibliográficos
Autores principales: Kim, Yaeeun, Reeck, Crystal
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2019
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6813241/
https://www.ncbi.nlm.nih.gov/pubmed/31681126
http://dx.doi.org/10.3389/fpsyg.2019.02353

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6813241/
https://www.ncbi.nlm.nih.gov/pubmed/31681126
http://dx.doi.org/10.3389/fpsyg.2019.02353

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