How virtual brand community traces may increase fan engagement in brand pages
Year of publication: |
May-June 2017
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Authors: | Rosenthal, Benjamin ; Brito, Eliane P. Z. |
Published in: |
Business horizons. - Amsterdam : Elsevier, ISSN 0007-6813, ZDB-ID 222663-7. - Vol. 60.2017, 3, p. 375-384
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Subject: | Virtual brand community | Social media marketing | Brand page | Celebrity influence | Consumer engagement | Brand engagement | Online-Marketing | Internet marketing | Social Web | Social web | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand |
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