Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages

Francisco Villarroel Ordenes; Dhruv Grewal; Stephan Ludwig; Ko de Ruyter; Dominik Mahr; Martin Wetzels

doi:10.1093/jcr/ucy032

Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages

Francisco Villarroel Ordenes¹; Dhruv Grewal²; Stephan Ludwig³; Ko de Ruyter^4,5; Dominik Mahr⁶; Martin Wetzels^7,8

¹ Isenberg School of Management, Department of Marketing, University of Massachusetts Amherst, 121 Presidents Drive, Amherst · ² Babson College, Babson Park · ³ University of Surrey, Department of Retail Marketing and Management, Guildford, Surrey, UK · ⁴ Cass Business School, City University London, 106 Bunhill Row, EC1Y 8TZ London, UK · ⁵ UNSW Business School, UNSW Sydney · ⁶ School of Business and Economics, Department of Marketing and Supply Chain Management, Maastricht University, Tongersestraat, Maastricht · ⁷ School of Business and Economics, Department of Marketing and Supply Chain Management, Maastricht University, Tongersestraat · ⁸ Waikato Management School, University of Waikato

Journal of Consumer Research 2019

DOI: 10.1093/jcr/ucy032
Volume: 45 (5)
Pages: 988-1012
Language: en
Export: BibTeX
Sources: crossref