Consumer brand engagement on social media in the COVID-19 pandemic : the roles of country-of-origin and consumer animosity
Year of publication: |
2022
|
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Authors: | Wang, Tianfu ; Limbu, Yam B. ; Fang, Xing |
Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7130, ZDB-ID 2556111-X. - Vol. 16.2022, 1, p. 45-63
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Subject: | Consumer animosity | Consumer brand engagement | Country-of-market | Country-of-origin | COVID-19 pandemic | Social media | Social Web | Social web | Coronavirus | Konsumentenverhalten | Consumer behaviour | Herkunftsbezeichnung | Designation of origin | Markenimage | Brand image | Virales Marketing | Viral marketing | Markenführung | Brand management |
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