The role of affect in Brand marketing on Twitter
碩士 === 國立臺灣科技大學 === 資訊管理系 === 104 === Social media has gained increasing importance in online brand marketing. This study aims to explore the role of affect, both positive and negative, in social media brand marketing. Based on the Mehrabian-Russell model, we propose that general positive affect exh...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2016
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| Online Access: | http://ndltd.ncl.edu.tw/handle/24819174624985719179 |