Online social networking sites are the newest media used by advertising and they play a critical role in helping companies to communicate with online communities. This study demonstrates that emotional responses to advertising cannot be ignored; rather, they warrant a company’s full attention. The different emotional responses of followers provide an opportunity for companies to understand and address the followers’ issues. In addition, emotional responses produce different behavioral impacts.
CITATION STYLE
Herjanto, H., Gaur, S. S., & Yap, S. F. (2016). Consumer Emotional Responses to Emotional Appeal Advertising Within an Online Social Network Context. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 226–233). Springer Nature. https://doi.org/10.1007/978-3-319-24184-5_59
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