Identification and Classification of the Advertising Texts Features with the Focusing on Consumer Engagement Behavior: A Meta-synthesis Approach
ObjectiveAdvertising is an inevitable part of modern capitalist consumer society, and by using advertising content, marketers attempt to provoke consumer engagement and create higher levels of consumer engagement with their brands. Increased consumer engagement is desirable because it is thought to...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2023-09-01
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| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_94469_521873e683d102455f722d6cef4cda23.pdf |
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