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International Journal of Advertising

The Review of Marketing Communications

Volume 43, 2024 - Issue 1: The Role of Sustainability in Advertising

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Promoting eco-friendly advertising on social media: the fit between appeals and tie strength

Jun Yana School of Management, Huazhong University of Science and Technology, Wuhan, ChinaView further author information

Jingjing Pana School of Management, Huazhong University of Science and Technology, Wuhan, ChinaCorrespondence[email protected]
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Zhen Lib Faculty of Business and Commerce, Kansai University, Osaka, JapanView further author information

Yaping Changa School of Management, Huazhong University of Science and Technology, Wuhan, ChinaView further author information

Pages 202-230 | Received 15 Jul 2022, Accepted 18 Jul 2023, Published online: 14 Aug 2023

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https://doi.org/10.1080/02650487.2023.2243732
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