The Effects of Interactivity and Involvement on Users' Attitude Toward and Perception of Brands and Purchase Intent on Facebook
Communications practitioners have long studied factors related to consumers impressions of brands as well as their intent to purchase from brands. While early research has focused on traditional advertising methods, newer research is geared towards understanding how interactive features are changing...
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| Format: | Others |
| Language: | en |
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LSU
2013
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| Online Access: | http://etd.lsu.edu/docs/available/etd-04152013-134306/ |