K12. Use Language to Change People’S Mind: the Persuasive Power of Online Marketing Communications

Marketing and economies depend mainly on persuasive success. This study investigates which and how linguistic features influence a target’s actual persuasiveness of messages in the setting of online marketing communications.



Citation:

Xun He, Barbara Briers, and Luk Warlop (2018) ,"K12. Use Language to Change People’S Mind: the Persuasive Power of Online Marketing Communications", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 909-909.

Authors

Xun He, Katholieke University Leuven, Belgium
Barbara Briers, Vlerick Business School
Luk Warlop, Norwegian School of Management, Norway



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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