Green Advertising on Social Media: Brand Authenticity Mediates the Effect of Different Appeals on Purchase Intent and Digital Engagement
Author:
Affiliation:
1. School of Advertising and Public Relations, University of Tennessee, Knoxville, Tennessee, USA
2. Department of Communication, University of Connecticut, Storrs, Connecticut, USA
Publisher
Informa UK Limited
Subject
Marketing
Link
https://www.tandfonline.com/doi/pdf/10.1080/10641734.2021.1964655
Reference76 articles.
1. Refining the conceptualization of Brand Authenticity
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3. Social exclusion influences on the effectiveness of altruistic versus egoistic appeals in charitable advertising
4. Shades of Green: A Multidimensional Analysis of Environmental Advertising
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