The impact of ad, personal, and situational characteristics on positive affect and felt urge to buy impulsively. A quantitative study in the Facebook context
Social media has grown in importance as an advertising communication tool, and companies take advantages of this by using social media marketing to meet their marketing objectives. The research context in this study is chosen to be the social media Facebook, mainly since it is the biggest and most u...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
Umeå universitet, Företagsekonomi
2015
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-105908 |