Narrative persuasion in social media: an empirical study of luxury brand advertising

Purpose This paper aims to investigate the effectiveness of social media communication in luxury brand advertising from a narrative persuasion perspective. Specific purposes are to examine how characteristics of a message giver (i.e. comprehension fluency, imagery fluency) and message receiver (i.e....

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Bibliographic Details
Published in:	Journal of research in interactive marketing Vol. 12; no. 3; pp. 274 - 292
Main Authors:	Huang, Ran, Ha, Sejin, Kim, Sun-Hwa
Format:	Journal Article
Language:	English
Published:	Bradford Emerald Publishing Limited 16-10-2018 Emerald Group Publishing Limited
Subjects:	Advertising Attitudes Brand equity Communication Consumer behavior Consumers Customer relationship management Digital media Electronic commerce Empirical analysis Hotels & motels Imagery Influence Investigations Market strategy Marketing Model testing Narratives Social networks Social research Structural equation modeling Studies Transportation Online consumer behaviour
Online Access:	Get full text
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