Consumer Engagement with Brands’ COVID-19 Messaging on Social Media: The Role of Perceived Brand–Social Issue Fit and Brand Opportunism-Reference-Cited by-同舟云学术

Consumer Engagement with Brands’ COVID-19 Messaging on Social Media: The Role of Perceived Brand–Social Issue Fit and Brand Opportunism

Published:2021-08-26 Issue:3 Volume:21 Page:173-190
ISSN:1525-2019
Container-title:Journal of Interactive Advertising
language:en
Short-container-title:Journal of Interactive Advertising

Author:

Mundel Juan¹^ORCID,Yang Jing²^ORCID

Affiliation:

1. Arizona State University, Phoenix, Arizona, USA

2. Loyola University, Chicago, Illinois, USA

Funder

DePaul University

Publisher

Informa UK Limited

Subject

Marketing,Communication

Link

https://www.tandfonline.com/doi/pdf/10.1080/15252019.2021.1958274

Reference106 articles.

1. Ad Age 2020. “How Marketers Responded to the Coronavirus in the First Three Months.” Ad Age. Accessed 12 February 2021. https://adage.com/article/cmo-strategy/how-marketers-responded-coronavirus-first-three-months/2244251

2. Luxury brand advertising in Argentina: Changes following import restrictions

3. When the going gets tough, ads become straightforward but multi-appealed: The influence of the recession on financial services advertising appeals

4. Alliances Between Brands and Social Causes: The Influence of Company Credibility on Social Responsibility Image

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