Pro-veganism on Instagram: Effects of user-generated content (UGC) types and content generator types...
Pro-veganism on Instagram: Effects of user-generated content (UGC) types and content generator types in Instagram-based health marketing communication about veganism
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Publisher
Bradford: Emerald Group Publishing Limited
Journal title
Language
English
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Publisher
Bradford: Emerald Group Publishing Limited
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Scope and Contents
Contents
PurposeThrough two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages.Design/methodology/approachExperiment 1 (N = 294) examined effects of organization (brand vs nonprofit) and message types (egoistic vs altruistic) on consumer responses to Instagram-based pro-veganism content. Experiment 2 (N = 28...
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Full title
Pro-veganism on Instagram: Effects of user-generated content (UGC) types and content generator types in Instagram-based health marketing communication about veganism
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Author / Creator
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TN_cdi_proquest_journals_2411016229
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2411016229
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ISSN
1468-4527
E-ISSN
1468-4535
DOI
10.1108/OIR-06-2019-0213
