Free tumbler in Snapchat vs coffee tasting ticket in Instagram : the impact of gift type and message type on B2C gift-giving on different social media platforms
Year of publication: |
2022
|
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Authors: | Kim, Dong Hoo ; Lee, So Young ; Sung, Yoon Hi ; Um, Nam-Hyun |
Published in: |
European journal of marketing. - Bradford : Emerald, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 56.2022, 8, p. 2369-2390
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Subject: | Business-to-consumer gift-giving | Experiential gift | Gift-giving | Material gift | Message appeal | Social media | Social Web | Social web | Geschenk | Gifts | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing | Beziehungsmarketing | Relationship marketing |
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