Consumer engagement with brands on social network sites : a cross-cultural comparison of China and the USA
Wan-Hsiu Sunny Tsai and Linjuan Rita Men
| Year of publication: |
February 2017
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|---|---|
| Authors: | Tsai, Wan-Hsiu Sunny ; Men, Linjuan Rita |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 23.2017, 1, p. 1-21
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| Subject: | consumer engagement | social network site | cross-cultural | parasocial interaction | global marketing communications | Social Web | Social web | China | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing | USA | United States | Kulturelle Identität | Cultural identity |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2014.942678 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011690149