Fostering consumer engagement during an omnipresent victim crisis: understanding the role of values in pandemic-themed advertising

• المؤلفون الرئيسيون: Lou, Chen, Zhou, Xuan, Huang, Irene Xun, Qiu, Chen, Yuan, Mingquan
• مؤلفون آخرون: Wee Kim Wee School of Communication and Information
• التنسيق: مقال
• اللغة: English
• منشور في: 2023
• الموضوعات: Social sciences::Communication; Pandemic-themed Advertising; COVID-19
• الوصول للمادة أونلاين: https://hdl.handle.net/10356/170368

Many brands have launched pandemic-themed advertising campaigns, aiming to build rapport with their customers in this unprecedented moment. Yet it is challenging for brands to know how to communicate efficiently. To fill this gap, the current research aims to provide a systematic framework that coul...