Eliciting brand-related social media engagement : a conditional inference tree framework
Bruno Schivinski
| Year of publication: |
2021
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|---|---|
| Authors: | Schivinski, Bruno |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 130.2021, p. 594-602
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| Subject: | CBBE | COBRAs | Consumer brand engagement | Machine learning | Social media | Typology | Künstliche Intelligenz | Artificial intelligence | Social Web | Social web | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2019.08.045 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012544878