How does brand-related user-generated content differ across social media? : evidence reloaded
Year of publication: |
March 2019
|
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Authors: | Roma, Paolo ; Aloini, Davide |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 96.2019, p. 322-339
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Subject: | User generated content | Social media | Brand | Social media marketing | Change | Social Web | Social web | Online-Marketing | Internet marketing | Markenführung | Brand management | Kundenintegration | Customer integration | Markenimage | Brand image | Virales Marketing | Viral marketing | Beziehungsmarketing | Relationship marketing |
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