Broadcasting and narrowcasting: the impact of affective and cognitive message framing on message persuasiveness
Author:
Affiliation:
1. Gordon S. Lang School of Business, University of Guelph, Guelph, Canada;
2. School of Business, Jiangnan University, Wuxi, China;
3. School of Economics and Management, Tsinghua University, Beijing, China
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/02650487.2020.1755183
Reference55 articles.
1. Broadcasting and Narrowcasting: How Audience Size Affects What People Share
2. Word of mouth and interpersonal communication: A review and directions for future research
3. Broadcasting versus narrowcasting
4. Ad framing effects for consumption products: An affect priming process
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