A longitudinal study of B2B customer engagement in LinkedIn : the role of brand personality
Year of publication: |
2022
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Authors: | Mora Cortez, Roberto ; Ghosh Dastidar, Ayan |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 145.2022, p. 92-105
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Subject: | B2B marketing | Brand personality | Engagement | LinkedIn | SMEs | Social media | B-to-B-Marketing | Business-to-business marketing | Markenimage | Brand image | Social Web | Social web | Markenführung | Brand management | KMU | SME | Beziehungsmarketing | Relationship marketing | Online-Marketing | Internet marketing | Lieferantenmanagement | Supplier relationship management | Kundenintegration | Customer integration |
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