Effect of viral parody on intent to share advertising on social network: The role of excited emotions and the need for cognition
This research is conducted with the objectives to identify factors and affecting the degree of each factor on sharing viral parody advertisement intension on social networks, and suggesting some managerial implications to help marketers develop and implement appropriate advertising strategies and ef...
| Main Authors: | , |
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| Format: | Article |
| Language: | Vietnamese |
| Published: |
TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH
2023-04-01
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| Series: | Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh |
| Subjects: | |
| Online Access: | https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/2130 |