Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation

Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation

Social media is becoming an important part of an organization's media strategy. This study examines the effects of trust and consumer emotional response to advertisements on brand evaluation in an online social media context. The study used a survey method, and the studied population consisted...

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Bibliographic Details
Main Authors: Ivanete Schneider Hahn, Flavia Luciane Scherer, Kenny Basso, Marindia Brachak dos Santos
Format: Article
Language:English
Published: FUCAPE Business School 2016-01-01
Series:BBR: Brazilian Business Review
Subjects:
social media
marketing mix
branding
Online Access:http://www.redalyc.org/articulo.oa?id=123046404003
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