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In this paper, we have glanced into how the nonhuman entity is imagined, seen, experienced, and managed accordingly either by a consumer or by marketers. Further, we investigated the effects… Click to show full abstract
In this paper, we have glanced into how the nonhuman entity is imagined, seen, experienced, and managed accordingly either by a consumer or by marketers. Further, we investigated the effects of med...
Keywords:
media audience;
advertising effect;
anthropomorphism advertising;
audience attitude;
effect media
Journal Title: Journal of Marketing Communications
Year Published: 2020
Link to full text (if available)
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Journal Title: Journal of Marketing Communications
Year Published: 2020
Link to full text (if available)
Share on Social Media: Sign Up to like & get
recommendations!