Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation
Social media is becoming an important part of an organization's media strategy. This study examines the effects of trust and consumer emotional response to advertisements on brand evaluation in an online social media context. The study used a survey method, and the studied population consisted of 92...
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| Udgivet i: | BBR - Brazilian Business Review |
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| Principais autores: | , , , |
| Format: | Artigo |
| Sprog: | Inglês |
| Udgivet: |
FUCAPE Business School
2016
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| Fag: | |
| Online adgang: | https://www.redalyc.org/articulo.oa?id=123046404003 |
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