What is it about?
Code Positive and Negative Appeals in Social Marketing Content Analysis Model to Classify positive and negative appeals in social marketing
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Why is it important?
It helps researchers to code social advertisements as positive and negative appeals.
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This page is a summary of: Advances in Advertising Research (Vol. V), January 2015, Springer Science + Business Media,
DOI: 10.1007/978-3-658-08132-4.
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