KOREASCHOLAR

POWER OF SECOND-PERSON PRONOUNS: BOOSTING BRAND CONNECTION IN ONLINE ADS

Ser Zian Tan, Argho Bandyopadhyay, Wee Hong Loo, Jessica Helmi
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442844
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.879
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Second-Person PronounsSense of PowerSelf-Brand CongruityClick-Through Rates
Author
  • Ser Zian Tan(Sunway University, Malaysia)
  • Argho Bandyopadhyay(RMIT University, Australia)
  • Wee Hong Loo(Sunway University, Malaysia)
  • Jessica Helmi(RMIT University, Australia)