KOREASCHOLAR

PSYCHOLOGICAL REACTANCE TOWARD FEAR APPEALS IN SOCIAL MARKETING ADVERGAMES: THE MODERATING ROLE OF TELEPRESENCE

Shasha Wang, Lye Weng Boey, Jason Weismueller
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/372443
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Global Fashion Management Conference
2019 Global Fashion Management Conference at Paris (2019.07)
pp.184-185
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
advergamepsychological reactancefear appealviral sharingtelepresence
Table Content
Introduction
 Theoretical Development
 Research Design
 Results and Discussion
 KEY REFERENCES
Author
  • Shasha Wang(University of Western Australia, Australia)
  • Lye Weng Boey(University of Western Australia, Australia)
  • Jason Weismueller(Brunel University, United Kingdom)