Investigating the impact of viral message appeal and message credibility on consumer attitude toward the brand

Published Online: Aug 10, 2016

Page range: 470 - 483

DOI: https://doi.org/10.1515/mmcks-2016-0010

Keywords

viral marketing, message appeal, message source credibility, consumer attitude, the level of intellectual involvement, the level of risk taking

© 2016

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.