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Journal of Promotion Management Volume 26, 2020 - Issue 3
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Original Articles

Platform Variation and Content Variation on Social Media: A Dual-Route Model of Cognitive and Experiential Effects

Guanxiong HuangDepartment of Media and Communication, City University of Hong Kong, Kowloon Tong, Hong KongCorrespondence[email protected]
ORCID Iconhttp://orcid.org/0000-0002-8588-1454
ORCID Icon
Pages 396-433 | Published online: 09 Dec 2019

Citations (5)

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Read on this site (3)

Hung-Che Wu & Ya-Yuan Chang. (2023) What Drives Experiential Outcomes? The Case of Triple Stimulus Vouchers. Journal of Promotion Management 29:8, pages 1198-1228.
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Amarentia Thérèse Roux & Tania Maree. (2021) Joy to the (Shopper) World: An S-O-R View of Digital Place-Based Media in Upmarket Shopping Malls. Journal of Promotion Management 27:7, pages 1031-1060.
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Maria Elena Aramendia-Muneta, Cristina Olarte-Pascual & Andrea Ollo-López. (2021) Key Image Attributes to Elicit Likes and Comments on Instagram. Journal of Promotion Management 27:1, pages 50-76.
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Articles from other publishers (2)

Davit Davtyan & Armen Tashchian. (2022) Exploring the impact of brand placement repetition on the effectiveness of umbrella branding. Journal of Product & Brand Management 31:7, pages 1077-1090.
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Sandra Diehl, Isabell Koinig & Rebecca Scheiber. 2022. Media and Change Management. Media and Change Management 189 209 .

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