Battle of the brand fans : impact of brand attack and defense on social media
Year of publication: |
August 2018
|
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Authors: | Ilhan, Behice Ece ; Kübler, Raoul ; Pauwels, Koen |
Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 43.2018, p. 33-51
|
Subject: | Social media | eWOM | Rival brands | Brand engagement | Attack | Defense | Across pages | Sentiment analysis | Time series analysis | Social Web | Social web | Markenführung | Brand management | Online-Marketing | Internet marketing | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing |
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