Leveraging cofollowership patterns on social media to identify brand alliance opportunities
Pankhuri Malhotra and Siddhartha Bhattacharyya
| Year of publication: |
2022
|
|---|---|
| Authors: | Malhotra, Pankhuri ; Bhattacharyya, Siddhartha |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 86.2022, 4, p. 17-36
|
| Subject: | asymmetry | brand extensions | brand networks | cobranding | cross-category | social media | social networks analysis | Twitter | Social Web | Social web | Soziales Netzwerk | Social network | Markenführung | Brand management | Markentransfer | Brand extension | Strategische Allianz | Strategic alliance | 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: | 10.1177/00222429221083668 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013258862