Begging for liking: Should brands use call to actions to draw engagement

Andria Andriuzzi (andria.andriuzzi@univ-st-etienne.fr) and Géraldine Michel (michel.iae@univ-paris1.fr)
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Andria Andriuzzi: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne, UJM - Université Jean Monnet - Saint-Étienne
Géraldine Michel: IAE Paris - Sorbonne Business School

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Date: 2021
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Published in Congrès de l'Association Française du Marketing (AFM), 2021, Angers, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03253315

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