Emotional branding and consumer engagement in pandemic times in social networks
In turbulent times, like during the Covid-19 pandemic, in which feelings such as fear, and loneliness are common, social networks became channels for seeking affection, acceptance and social information. Emotional appeal emerges as a strategy that seeks to establish a deep connection with consumers...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Instituto Brasileiro de Estudos e Pesquisas Sociais
2023-01-01
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| Series: | Revista Eletrônica de Ciência Administrativa |
| Subjects: | |
| Online Access: | http://www.periodicosibepes.org.br/index.php/recadm/article/view/3583 |