Social relationships and social anxiety appeals in direct-to-consumer advertising

The use of social relationships as a promotional tool in direct-to-consumer (DTC) advertising has received limited attention despite relational impacts on illnesses and empirical evidence supporting social relationships' positive influence with some patients. This content analysis provides insi...

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Bibliographische Detailangaben

Veröffentlicht in:	Journal of marketing communications 2018-05, Vol.24 (4), p.393-411
Hauptverfasser:	Good, Megan C., Huhmann, Bruce A.
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Anxiety Consumer advertising Direct marketing Social anxiety Studies
Online-Zugang:	Volltext
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