Engagement platforms : the role of emotions in fostering customer engagement and brand image in interactive media
Lorena Blasco-Arcas, Blanca Isabel Hernandez-Ortega and Julio Jimenez-Martinez
| Year of publication: |
2016
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|---|---|
| Authors: | Blasco-Arcas, Lorena ; Hernández Ortega, Blanca ; Jiménez Martínez, Julio |
| Published in: |
Journal of service theory and practice : JSTP. - Bingley : Emerald, ISSN 2055-6225, ZDB-ID 2819789-6. - Vol. 26.2016, 5, p. 559-589
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| Subject: | Brand image | Emotions | Online cues | Customer engagement | Engagement platforms | Markenimage | Emotion | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Kundenintegration | Customer integration | Social Web | Social web | Online-Marketing | Internet marketing | Digitale Plattform | Digital platform | Virales Marketing | Viral marketing | Markenführung | Brand management | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JSTP-12-2014-0286 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011599060