Cargando…
Offensive or amusing? The study on the influence of brand-to-brand teasing on consumer engagement behavioral intention based on social media
With the development of social media, advertising has migrated from traditional media to social media. Marketers are increasingly using social media’s brand pages to actively create humorous dialogue interactions with other brands for brand communication to achieve positive business outcomes. Especi...
| Autores principales: | , , , |
|---|---|
| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2022
|
| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9389147/ https://www.ncbi.nlm.nih.gov/pubmed/35992441 http://dx.doi.org/10.3389/fpsyg.2022.966254 |