Effective marketing communication via social networking site: The moderating role of the social tie

Journal of Business Research

Volumn 69, Issue 6, 2016, Pages 2265-2270

  Shen, George Chung Chi ^a   Chiou, Jyh Shen ^b   Hsiao, Chih Hui ^a   Wang, Chun Hsien ^a   Li, Hsin Ni ^a  

^a NATIONAL CHIAYI UNIVERSITY   (Taiwan)

^b NATIONAL CHENGCHI UNIVERSITY   (Taiwan)

Author keywords

Advertising literacy; Facebook; Social media; Social tie

Indexed keywords

EID: 84960901153     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2015.12.040     Document Type: Article

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