Browsing Theses and Dissertations(library) by Author "Garcia, Daniela Chavez"
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New Challenges in Social Media Marketing: Exploring the Interaction Effects of Age and Message Format on Cognitive, Affective, and Behavioral Outcomes
Garcia, Daniela Chavez; 0000-0001-9240-830X (2020-06-08)The prevalence of social media and their increasingly diverse user demographics have started to pose new challenges to marketing communication researchers and professionals. Guided by the media richness theory (MRT), this ...