marketing communication Archive
Panelist on “The Voice Catchers: How Marketers Listen In to Exploit Your Feelings, Your Privacy, and Your Wallet.”
Abstract: This Author Meets Critics conversation (with Edward Timke, Duke University; Mara Einstein, Queens College, CUNY; Nora Draper, Univ. New Hampshire) focuses on Joseph Turow’s book The Voice Catchers: How […]
Pro-Veganism on Instagram: Effects of User-Generated Content (UGC) Types and Content Generator Types in Instagram-Based Health Marketing Communication about Veganism
Abstract: Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages. Experiment 1 (N = 294) examined effects of organization (brand versus non-profit) and message types […]
The Roles of Celebrity Endorsers’ and Consumers’ Vegan Identity in Marketing Communication about Veganism.
Abstract: Celebrities endorsing veganism may exert social influence on consumers’ attitude toward veganism and behavioral intention to become vegan. A between-subjects online experiment (N = 303) examined the effects of […]