Consumer engagement in online brand communities : a social media perspective
Year of publication: |
2015
|
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Authors: | Dessart, Laurence ; Veloutsou, Cleopatra ; Morgan-Thomas, Anna |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 24.2015, 1, p. 28-42
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Subject: | Marketing | Brand engagement | Social media | Consumer engagement | Online brand community | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Online-Marketing | Internet marketing | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing |
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