It pays off to be authentic : an examination of direct versus indirect brand mentions on social media
Miao Hu, Jie Chen, Qimei Chen, Wei He
| Year of publication: |
2020
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|---|---|
| Authors: | Hu, Miao ; Chen, Jie ; Chen, Qimei ; He, Wei |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 117.2020, p. 19-28
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| Subject: | Social media marketing | Brand mentions | Perceived authenticity | Tie strength | Markenartikel | Brand | Social Web | Social web | Online-Marketing | Internet marketing | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2020.05.032 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012285283