‘I Want to Persuade You!’ – Investigating the effectiveness of explicit persuasion concerning attributes of the communicator and the marketing campaign
In explicit persuasion, the communicator states explicitly a desire to persuade the consumer. By referring to an attributional approach, social engagement was simultaneously explored as a beneficial communicator attribute, while cause-related marketing (CRM) was addressed as a boundary condition. In...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2017-10-01
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| Series: | Social Influence |
| Subjects: | |
| Online Access: | http://dx.doi.org/10.1080/15534510.2017.1378125 |