Analyzing the influence of celebrities’ emotional and rational brand posts
Purpose – The purpose of this paper is to compare two brand posts with the different content created by a celebrity (emotional content vs rational content) on Instagram and their effects on users’ willingness to use offline word of mouth (WOM) and electronic WOM (eWOM). The research model also consi...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2023-04-01
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| Series: | Spanish Journal of Marketing-ESIC |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/SJME-12-2021-0238/full/pdf |
