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The Resistance of SMEs in Adopting Social Media:TOE Model 中小企业采用社会化媒体的阻力:TOE模型
COVID-19 – RESHAPING MARKETING AND COMMUNICATIONS Pub Date : 2020-12-29 DOI: 10.51432/978-1-8381524-7-5_5
Dyah Sugandini, M. Effendi, Yuni Istanto
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引用次数: 4
The Matching Effect Between Coping Strategies and Construal Levels in Cause Marketing Communications 公益营销传播中应对策略与解释水平的匹配效应
COVID-19 – RESHAPING MARKETING AND COMMUNICATIONS Pub Date : 2020-12-29 DOI: 10.51432/978-1-8381524-7-5_4
Mikyeung Bae
{"title":"The Matching Effect Between Coping Strategies and Construal Levels in Cause Marketing Communications","authors":"Mikyeung Bae","doi":"10.51432/978-1-8381524-7-5_4","DOIUrl":"https://doi.org/10.51432/978-1-8381524-7-5_4","url":null,"abstract":"Given that the COVID-19 pandemic has had dramatic impact on consumer attitudes toward cause marketing communications, this study addresses the problem of how psychological stress influences consumers’ prosocial behavior. Despite research suggesting that many aspects of consumer behavior may be understood in the context of consumer efforts to handle stress, cause marketing literature has not examined the role of stress and coping-based matching. Consequently, the aim of this study is to provide evidence that a match between individuals’ coping and construal levels in advertisements drives greater persuasion. This study further addresses the mindset congruency effects on consumers’ prosocial behavior occurs through response efficacy. Understanding how psychological stress influences consumers’ prosocial behavior would help advertisers understand how they can encourage consumers to cope with specific types of stress by presenting them with more effective cause marketing campaign messages, resulting in purchasing products associated with social cause.","PeriodicalId":211184,"journal":{"name":"COVID-19 – RESHAPING MARKETING AND COMMUNICATIONS","volume":"30 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133134617","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
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