The Influences of Storytelling Marketing and Humorous Appeal on the Advertising Effectiveness in Social Media-The Moderating Effect of Gender Difference
碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 104 === The purpose of this study is to discuss the impacts of storytelling marketing (narrative / non-narrative) and various types of humor advertisings (incongruity-resolution/ incongruity) on the advertising effectiveness in social media marketing. The moderate va...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2016
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| Online Access: | http://ndltd.ncl.edu.tw/handle/qps3b9 |