Investigating the impact of viral message appeal and message credibility on consumer attitude toward the brand
Due to the rapid growth of the Internet and use of e-commerce in the 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’ attitude...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2016-07-01
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| Series: | Management şi Marketing |
| Subjects: | |
| Online Access: | http://www.degruyter.com/view/j/mmcks.2016.11.issue-2/mmcks-2016-0010/mmcks-2016-0010.xml?format=INT |