Selfie campaigns as advertising tactic: mental imagery as a driver of brand interest and participation

TY - JOUR

T1 - Selfie campaigns as advertising tactic

T2 - mental imagery as a driver of brand interest and participation

AU - Wolfsteiner, Elisabeth

AU - Garaus, Marion

AU - Wagner, Udo

AU - Girschick, Alexander

N1 - Publisher Copyright: © 2022 Advertising Association.

PY - 2022

Y1 - 2022

KW - brand attitude

KW - brand interest

KW - mental imagery

KW - selfie campaign

KW - selfie-campaign participation

UR - https://www.scopus.com/pages/publications/85134162357

U2 - 10.1080/02650487.2022.2095836

DO - 10.1080/02650487.2022.2095836

M3 - Article

AN - SCOPUS:85134162357

SN - 0265-0487

JO - International Journal of Advertising

JF - International Journal of Advertising

ER -