Brand innovation and social media : knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability
Year of publication: |
2015
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Authors: | Bang, Nguyen ; Yu, Xiaoyu ; Melewar, T. C. ; Chen, Junsong |
Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 51.2015, p. 11-25
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Subject: | Emerging market | Knowledge acquisition from social media | Market orientation | Social media strategic capability | Social media brand innovation | Social Web | Social web | Online-Marketing | Internet marketing | Markenführung | Brand management | Marketingmanagement | Marketing management | Innovation | Strategisches Management | Strategic management |
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