WARC subscribers can read
Managerial–consumer eco-harmful media perceptions and eco-conscious attitudes: understanding the context within green media
This study underscores the importance of considering a medium's broader effects. Research demonstrates that a medium's perceived eco-harmful impact affects communication effectiveness because a medium itself can act as a constituent of the message.
By only relying on personal opinions or guesswork, not facts, you risk wasting millions of dollars, losing credibility and impact.
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