Brand anthropomorphism on Twitter : communication strategies and consumer engagement
Year of publication: |
2023
|
---|---|
Authors: | Wu, Linwan ; Dodoo, Naa Amponsah ; Choi, Chang-Won |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 6, p. 799-811
|
Subject: | Big data | Brand anthropomorphism | Consumer engagement | Dialogic principle | Message type | Social media | Supervised machine learning | Twitter | Künstliche Intelligenz | Artificial intelligence | Social Web | Social web | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Big Data |
-
Lehrer, Steven F., (2021)
-
How does consumer engagement evolve when brands post across multiple social media?
Unnava, Vasu, (2021)
-
Communication during pandemic : who should tweet about COVID and how?
Yao, Alex, (2023)
- More ...
-
Empowering emotion : the driving force of share and purchase intentions in viral advertising
Wen, Taylor Jing, (2022)
-
Wu, Linwan, (2022)
-
Wu, Linwan, (2020)
- More ...