Can Social Media Campaigns Backfire? Exploring Consumers' Attitudes and Word-of-Mouth Toward Four Social Media Campaigns and Its Implications on Consumer-Campaign Identification
Author:
Affiliation:
1. Griffith Business School, Griffith University, Brisbane, Australia
2. Menzies Health Institute Queensland, Social Marketing@Griffith, Griffith University, Brisbane, Australia
Publisher
Informa UK Limited
Subject
Marketing
Link
https://www.tandfonline.com/doi/pdf/10.1080/10496491.2017.1323259
Reference55 articles.
1. Comments on the motivational status of self-esteem in social identity and intergroup discrimination
2. Antecedents and Consequences of Customer-Company Identification: Expanding the Role of Relationship Marketing.
3. The effects of social- and self-motives on the intentions to share positive and negative word of mouth
4. Consumers’ evaluation toward tobacco companies: implications for social marketing
Cited by 27 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献
1. Mobile Payment Innovation Ecosystem and Mechanism: A Case Study of Taiwan’s Servicescapes;Journal of Theoretical and Applied Electronic Commerce Research;2024-03-15
2. Exploring the evolution of consumer attitude from followers to brand enthusiasts: an experiential learning perspective on social media;Qualitative Market Research: An International Journal;2024-01-08
3. Why is Social Network Site Advertising Ineffective? Seeking Answers Using a Holistic Theoretical Framework, Multi-Platform Approach;Journal of Promotion Management;2023-09-10
4. The Effects of Privacy and Data Breaches on Consumers’ Online Self-Disclosure, Protection Behavior, and Message Valence;SAGE Open;2023-07
5. Social-relational capabilities: strategic transformation of brand resources to increase brand equity;The International Review of Retail, Distribution and Consumer Research;2023-05
1.学者识别学者识别
2.学术分析学术分析
3.人才评估人才评估
"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370
www.globalauthorid.com
TOP
Copyright © 2019-2024 北京同舟云网络信息技术有限公司 京公网安备11010802033243号 京ICP备18003416号-3