Brand accommodation to informal communications on social media : with the mediation of communication appropriateness and the moderation of product involvement
Hyun Ju Jeong, Jihye Kim
| Year of publication: |
2023
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|---|---|
| Authors: | Jeong, Hyun Ju ; Kim, Jihye |
| Published in: |
International journal of internet marketing and advertising : IJIMA. - Geneva : Inderscience Enterprises Limited, ISSN 1741-8100, ZDB-ID 2145038-9. - Vol. 19.2023, 1/2, p. 42-62
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| Subject: | brand accommodation | brand communications | communication accommodation | communication appropriateness | consumer engagement | product involvement | social media | Social Web | Social web | Markenführung | Brand management | Kommunikation | Communication | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Marketingmanagement | Marketing management | Online-Marketing | Internet marketing | Öffentlichkeitsarbeit | Public relations | Interne Kommunikation | Internal communication |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJIMA.2023.132715 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014340163