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Erschienen in:
2016 | OriginalPaper | Buchkapitel
Consumer Emotional Responses to Emotional Appeal Advertising Within an Online Social Network Context
verfasst von : Halimin Herjanto, Sanjaya Singh Gaur, Sheau-Fen Yap
Erschienen in: Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing
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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.