Effect of ambush marketing on attitude and purchase intention in the social media context: misidenti...
Effect of ambush marketing on attitude and purchase intention in the social media context: misidentification and identification
About this item
Full title
Author / Creator
Publisher
Routledge
Journal title
Language
English
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Publisher
Routledge
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Scope and Contents
Contents
This research examined the effects of ambush marketing (yes/no), content presentation format (image/video), advertising time (6 sec/15 sec), and message delivery format (Story/post) on consumer attitude and purchase intention regarding a brand that engaged in ambush marketing on Instagram.
Two experiments were conducted and ANOCOVA was performed...
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Full title
Effect of ambush marketing on attitude and purchase intention in the social media context: misidentification and identification
Authors, Artists and Contributors
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Record Identifier
TN_cdi_crossref_primary_10_1080_16184742_2020_1843514
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_crossref_primary_10_1080_16184742_2020_1843514
Other Identifiers
ISSN
1618-4742
E-ISSN
1746-031X
DOI
10.1080/16184742.2020.1843514
