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

Cited by 15 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. The Mediating Effect of Online Brand Engagement on Customer Experience: An Emerging Market Perspective;Journal of African Business;2024-06-05

2. Social media content strategy for DMOs: examining linguistic style in times of crisis;Asia Pacific Journal of Tourism Research;2024-04-15

3. Do You Care to Share? The Negative Effect of Sponsored Content on the Behavioral Engagement with a Social Media Post Containing a COVID-19 Message;Journal of Interactive Advertising;2024-04-02

4. Insights Into the Effectiveness of Advertising During the Recession Caused by COVID-19;Journal of Promotion Management;2024-03-25

5. Artificial intelligence, virtual and augmented reality, social media, online reviews, and influencers: a review of how service businesses use promotional devices and future research directions;International Journal of Advertising;2024-03-11