Cargando…
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...
| Autores principales: | , |
|---|---|
| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2019
|
| Materias: | |
| 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 |