Does it pay off to communicate like your online community? : evaluating the effect of content and linguistic style similarity on B2B brand engagement
Year of publication: |
2022
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Authors: | Meire, Matthijs ; Coussement, Kristof ; Caigny, Arno de ; Hoornaert, Steven |
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. 106.2022, p. 292-307
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Subject: | B2B | Brand engagement | Content matching | Linguistic style matching | Social media | Text analytics | Social Web | Social web | Online-Marketing | Internet marketing | Markenführung | Brand management | B-to-B-Marketing | Business-to-business marketing | Beziehungsmarketing | Relationship marketing | Sprache | Language | Lieferantenmanagement | Supplier relationship management | Linguistik | Linguistics | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour |
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