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Help me if you can: the advantage of farmers’ altruistic message appeal in generating engagement with social media posts during COVID-19
The purpose of this study is to establish which message appeal is more effective in generating consumer engagement with social media posts of small and medium-sized agri-food businesses that promote direct-to-consumer sales during a COVID-19 type crisis. Using quantitative content analysis, 1024 pos...
| Autores principales: | , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Springer US
2022
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9676896/ http://dx.doi.org/10.1007/s10660-022-09637-6 |