P-ISSN 1534-973X
E-ISSN 2329-9762
Vol. 27, Issue 2, 2017January 01, 2017 CDT
Empathy for Emotional Advertisements on Social Networking Sites: The Role of Social Identity
Empathy for Emotional Advertisements on Social Networking Sites: The Role of Social Identity
MONIKA RAWAL, JOSE LUIS SAAVEDRA TORRES,
Articles in Vol. 27, Issue 2, 2017
Vol. 27, Issue 2, 2017
- Skip It or View It: The Role of Video Storytelling in Social Media MarketingKESHA K. COKERRICHARD L. FLIGHTDOMINIC M. BAIMA
- Empathy for Emotional Advertisements on Social Networking Sites: The Role of Social IdentityMONIKA RAWALJOSE LUIS SAAVEDRA TORRES
- Social Media Engagement Mitigates Ad Decay Effects for Super Bowl AdvertisementsMYA PRONSCHINSKE GROZASANDY DOMAGALSKI
- The Advertisement Value of Transformational & Informational Appeal on Company Facebook PagesFABIENNE T. CADETPRISCILLA G. AALTONENVAHWERE KAVOTA
- Brand Marketing via Facebook: An Investigation of the Marketing Mix, Consumer-Based Brand Equity, and Purchase Intention in the Fitness IndustryBENJAMIN K. WRIGHTANTONIO S. WILLIAMSKEVINK. BYON
RAWAL, M., & SAAVEDRA TORRES, J. L. (2017). Empathy for emotional advertisements on social networking sites: The role of social identity. Marketing Management Journal, 27(2), 88–102. https://doi.org/10.63963/001c.151116