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

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

Shasha Wang, Lye Weng Boey, Jason Weismueller

언어ENG
URLhttps://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)

키워드

advergame psychological reactance fear appeal viral sharing telepresence

목차

Introduction
Theoretical Development
Research Design
Results and Discussion
KEY REFERENCES

저자

Shasha Wang(University of Western Australia, Australia)
Lye Weng Boey(University of Western Australia, Australia)
Jason Weismueller(Brunel University, United Kingdom)

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