Leveraging marketer-generated appeals in online brand communities
Year of publication: |
2017
|
---|---|
Authors: | Weiger, Welf H. ; Wetzel, Hauke A. ; Hammerschmidt, Maik |
Published in: |
Journal of Service Management. - Emerald Publishing Limited, ISSN 1757-5826, ZDB-ID 2495133-X. - Vol. 28.2017, 1, p. 133-156
|
Publisher: |
Emerald Publishing Limited |
Subject: | Consumer-based brand equity | User engagement | Social media marketing | Online brand communities | Communal service delivery | Marketer-generated appeals |
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