Exploring the optimized social advertising strategy that can generate consumer engagement with green messages on social media

Purpose Given that many consumers are skeptical about environmentally based advertising campaigns, the purpose of this study is to propose an optimized message strategy to facilitate consumer engagement with green messages in social media contexts. Design/methodology/approach Four empirical studies...

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Veröffentlicht in:	Journal of research in interactive marketing 2021-05, Vol.15 (1), p.30-48
Hauptverfasser:	Kyu Kim, Young, Yim, Mark Yi-Cheon, Kim, Eunjin (Anna), Reeves, William
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Attitudes Consumers Consumption Digital media Green products Marketing Messages Purchase intention Social networks Social research Social responsibility User generated content
Online-Zugang:	Volltext
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