A Study on the Impact of Message Appeal Types in Local Governments’ "Hometown Love Donation" Video Contents on Donation Intention: Focusing on the Mediating Effects of Viewing Satisfaction and Regional Image

IF 2.1 4区管理学 Q3 BUSINESS

Journal of Advertising Research Pub Date : 2023-06-30 DOI:10.16914/ar.2023.137.134

Hyun-Ju Lee, kyung lin Gwak, Jaehyun Lee, Hyeji Yi, Yungwook Kim

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地方政府“乡情捐赠”视频内容信息诉求类型对捐赠意愿的影响研究——基于观看满意度和区域形象的中介效应

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来源期刊

Journal of Advertising Research Multiple-

CiteScore

4.20

自引率

12.00%

发文量

期刊介绍： The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.