The influence of advertising appeals on viral advertising, brand awareness, and purchase intention: The moderator role of hedonic personality

The influence of advertising appeals on viral advertising, brand awareness, and purchase intention: The moderator role of hedonic personality

Viral advertising has become a trending topic nowadays. This study aims to examine the effect of advertising appeals on viral advertising, brand awareness, and purchase intentions with the hedonic personality playing as a moderating role. The use of hedonic personality itself to predict viral intent...

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Bibliographic Details
Main Authors: Wisnu Prajogo, Edi Purwanto
Format: Article
Language:English
Published: Universitas Islam Malang 2020-03-01
Series:Jema: Jurnal Ilmiah Bidang Akuntansi dan Manajemen
Subjects:
advertising appeals
purchase intentions
brand awareness
hedonic personality
viral intentions
attitude toward advertising
Online Access:http://riset.unisma.ac.id/index.php/jema/article/view/5298

Internet

http://riset.unisma.ac.id/index.php/jema/article/view/5298

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