volume 34, issue 4, P319-336 2018
DOI: 10.17576/jkmjc-2018-3404-19
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Abstract: The rise in emotional advertising comes at a time when brands are making every effort in creating contents rather than just making advertisements. The aim of this study is related to advertisements that contain sad emotional appeals, and its impact on the viewers and their purchasing decisions. The research methodology of qualitative method and phenomenological approach were applied. The data of this study was then collected by conducting in-depth interview. The data from the interview session was transcribed …

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