The effect of consumer-perceived COVID-19 ad value on health-protective behavior: Mediating role of engagement
author
Rafeh, Mir Abdur
Abbasi, Amir Zaib
Hollebeek, Linda Desiree
Ali, Muhammad Asghar
Ting, Ding Hooi
source
Health marketing quarterly
publisher
Taylor & Francis
year of publication
2024
pages
32 p
url
https://doi.org/10.1080/07359683.2024.2355378
subject term
tarbijad
kaasamine
sotsiaalmeedia
koroonakriis
tervisekäitumine
reklaam
keyword
advertising value
consumer engagement (CE)
COVID-19
Ducoffe’s advertising model
health-protective behavior
ISSN
0735-9683
notes
Includes bibliogr
scientific publication
teaduspublikatsioon
classifier
1.1
Scopus
scopus
TalTech department
ärikorralduse instituut
language
inglise