Leveraging consumer personality and social media marketing to improve a brand's social media equity
Manisha Mathur, Danae Lawrence, Anindita Chakravarty
| Year of publication: |
2023
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|---|---|
| Authors: | Mathur, Manisha ; Lawrence, Danae ; Chakravarty, Anindita |
| Published in: |
International journal of consumer studies. - Oxford [u.a.] : Wiley-Blackwell, ISSN 1470-6431, ZDB-ID 2141394-0. - Vol. 47.2023, 3, p. 1076-1094
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| Subject: | consumer personality | five-factor model | social media | social media equity | Social Web | Social web | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1111/ijcs.12888 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014250698