Exciting on Facebook or competent in the newspaper? Media effects on consumers’ perceptions of brands in the fashion category
Sign Up to like & getrecommendations! Published in 2019 at "Journal of Marketing Communications"
DOI: 10.1080/13527266.2017.1392337
Abstract: Abstract Media investments are continuously shifting from traditional media like newspapers to digital alternatives like websites and social media. This study investigated if and how media choice between the two rival channels can influence consumers’… read more here.
Keywords: fashion category; facebook; brand; consumers perceptions ... See more keywords