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

Elisabeth Wolfsteiner, Marion Garaus, Udo Wagner, Alexander Girschick

Research output: Contribution to journalArticlepeer-review

Original languageEnglish
JournalInternational Journal of Advertising
DOIs
Publication statusAccepted/In press - 2022

Keywords

  • brand attitude
  • brand interest
  • mental imagery
  • selfie campaign
  • selfie-campaign participation

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