Global ETD Search
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Showing 1 to 1 of 1 for “"challenge appeals"”.
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Investigating effective social marketing campaigns: the direct and indirect impacts of fear, challenge, and fear mixed with challenge appeals on help-seeking intentions
… power of emotional advertising eliciting fear, challenge and fear mixed with challenge in consumers to induce help-seeking behavioural intentions in social marketing context. The study seeks to evaluate the direct and indirect impact of fear, challenge and fear mixed with challenge on …