@article{abdelkader2014role,
  title = {The Role of Sense of Community in Mediation between Positive Emotions and Attitudes toward Brand and Message},
  author = {Saoussen Abdelkader and Néji Bouslama},
  year = 2014,
  url = {https://ibimapublishing.com/articles/JMRCS/2014/349677/},
  journal = {Journal of Marketing Research and Case Studies},
  volume = (2014),
  pages = 17,
  doi = 10.5171/2014.349677,
  abstract = {The aim of this study is to examine the mediating role of sense of community of members of a group in the impact of affective responses to advertising on attitudes toward the brand and message. To this end, a study on 380 adolescents active on Facebook is conducted. The results indicate that positive emotions felt toward an advertising message oriented to the community under study directly and positively affected their attitude toward the message. We found also it directly and positively affects on sense of community. Moreover, we found that attitude toward the message and sense of community mediate an indirect positive effect on attitude toward Facebook.},
  keywords = {Positive emotions, attitude toward the brand, attitude toward the message, sense of community.},
  note = Article ID: 349677
}