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Investigating the impact of viral message appeal and message credibility on consumer attitude toward the brand Cover

Investigating the impact of viral message appeal and message credibility on consumer attitude toward the brand

Management & Marketing
Volume 11 (2016): Issue 2 (July 2016)
By: Majid Esmaeilpour and  Farshad Aram  
Open Access
|Aug 2016
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DOI: https://doi.org/10.1515/mmcks-2016-0010 | Journal eISSN: 2069-8887 | Journal ISSN: 1842-0206
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Language: English
Page range: 470 - 483
Published on: Aug 10, 2016
Published by: Society for Business Excellence
In partnership with: Paradigm Publishing Services
Publication frequency: 4 issues per year
Keywords:
viral marketing,
message appeal,
message source credibility,
consumer attitude,
the level of intellectual involvement,
the level of risk taking
Related subjects:
Business and economics,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business development, change management, cooperation,
Entrepreneurship

© 2016 Majid Esmaeilpour, Farshad Aram, published by Society for Business Excellence
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Volume 11 (2016): Issue 2 (July 2016)
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