CONTENT CLASS EFFECTS ON CONSUMER ONLINE INFORMATION PROCESSING
Alex Wang
Broschiertes Buch

CONTENT CLASS EFFECTS ON CONSUMER ONLINE INFORMATION PROCESSING

In Integrated Marketing Communication Context

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Consumers now are connected electronically with millions of people and companies around the globe. One important market trend of E-commerce is driving advertisers to use their marketing communication activities wisely. Do consumers process information differently when the information is presented in the content class of a third-party endorsement versus advertising? Is it a desirable strategy to have all content classes ''speak with one voice?'' How do factors such as product involvement, subjective knowledge and objective knowledge interact with the message consistency and inconsistency condit...