Leveraging marketer-generated appeals in online brand communities : an individual user-level analysis
Year of publication: |
2017
|
---|---|
Authors: | Weiger, Welf H. ; Wetzel, Hauke ; Hammerschmidt, Maik |
Published in: |
Journal of service management. - Bingley : Emerald, ISSN 1757-5818, ZDB-ID 2491767-9. - Vol. 28.2017, 1, p. 133-156
|
Subject: | Consumer-based brand equity | User engagement | Social media marketing | Online brand communities | Communal service delivery | Marketer-generated appeals | Social Web | Social web | Online-Marketing | Internet marketing | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing |
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