Investigating the impact of viral message appeal and message credibility on consumer attitude toward brand
Background - Due to the rapid growth of the Internet and use of e-commerce in recent years, viral marketing has drawn the attention of manufacturing and service organizations. However, no research has been conducted to examine the impact of message appeal and message source credibility on consumers...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Eastern Macedonia and Thrace Institute of Technology
2016-12-01
|
| Series: | International Journal of Business and Economic Sciences Applied Research |
| Subjects: | |
| Online Access: | http://ijbesar.teiemt.gr/docs/volume9_issue3/viral_message_appeal.pdf |