Effects of content characteristics on stages of customer engagement in social media : investigating European wine brands
Year of publication: |
2022
|
---|---|
Authors: | Vlachvei, A. ; Notta, Ourania ; Koronaki, Eirini |
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, 4, p. 615-632
|
Subject: | Content | Customer engagement in social media | European wine | Facebook | Panel data | Social Web | Social web | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Wein | Wine | Markenführung | Brand management | EU-Staaten | EU countries | Kundenintegration | Customer integration | Weinbau | Wine industry |
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