Is firm-generated content a lost cause?
Joanna Santiago, Maria Teresa Borges-Tiago, Flávio Tiago
| Year of publication: |
2022
|
|---|---|
| Authors: | Santiago, Joanna ; Tiago, Maria Teresa Borges ; Tiago, Flávio Borges |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 139.2022, p. 945-953
|
| Subject: | Brand attitude | Brand equity | FGC | Online marketing | Purchase intention | Social media marketing | Targeting | Online-Marketing | Internet marketing | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Social Web | Social web |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2021.10.022 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013194300