Marketing a health brand on Facebook : effects of reaction icons and user comments on brand attitude, trust, purchase intention, and eWOM intention
Year of publication: |
2020
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Authors: | Lee, Yen-I. ; Phua, Joe ; Wu, Tai-Yee |
Published in: |
Health marketing quarterly. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1545-0864, ZDB-ID 2068500-2. - Vol. 37.2020, 2, p. 138-154
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Subject: | eWOM intention | Facebook reaction icons | health brand product post | social media | Social Web | Social web | Virales Marketing | Viral marketing | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Gesundheit | Health |
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