Brands talking on events? : brand personification in real-time marketing tweets to drive consumer engagement
Year of publication: |
2023
|
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Authors: | Harrison, Ebenezer Nana Banyin ; Kwon, Wi-suk |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 8, p. 1319-1337
|
Subject: | Brand personification | Brand-event congruence | Consumer engagement | Real-time marketing | Social media | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Markenführung | Brand management | Markenimage | Brand image | Online-Marketing | Internet marketing |
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