Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media
Background: Social media offers a cost-effective and wide-reaching advertising platform for marketers. Objectively testing the effectiveness of social media advertising remains difficult due to a lack of guiding frameworks and applicable behavioral measures. This study examines advertising appeals’...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2021-06-01
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| Series: | International Journal of Environmental Research and Public Health |
| Subjects: | |
| Online Access: | https://www.mdpi.com/1660-4601/18/11/5954 |