Is digital social communication effective for social relationship? : a study of online brand communities
Uttam Chakraborty and Santosh Kumar Biswal
| Year of publication: |
2024
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| Authors: | Chakraborty, Uttam ; Biswal, Santosh Kumar |
| Published in: |
Journal of relationship marketing : innovations and enhancements for customer service, relations, and satisfaction. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1533-2675, ZDB-ID 2092673-X. - Vol. 23.2024, 2, p. 94-118
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| Subject: | brand commitment | Online social communication | S-O-R framework | social capital | uses and gratification theory | Social Web | Social web | Sozialkapital | Social capital | Markenführung | Brand management | Kommunikation | Communication | Soziale Beziehungen | Social relations | Beziehungsmarketing | Relationship marketing | Online-Marketing | Internet marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/15332667.2023.2219589 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014567152