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

• Main Authors: Lou, Chen, Zhou, Xuan, Huang, Irene Xun, Qiu, Chen, Yuan, Mingquan
• 其他作者: Wee Kim Wee School of Communication and Information
• 格式: Article
• 語言: English
• 出版: 2023
• 主題: Social sciences::Communication; Pandemic-themed Advertising; COVID-19
• 在線閱讀: https://hdl.handle.net/10356/170368
• 機構: Nanyang Technological University

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...