Massive marketing in social media : the influence on sentiments and attitude toward the brand
B. Lakshmi, Yabesh Abraham Durairaj Isravel, D. Chitra and V. Mahalakshmi
| Year of publication: |
2023
|
|---|---|
| Authors: | Lakshmi, B. ; Isravel, Yabesh Abraham Durairaj ; Chitra, D. ; Mahalakshmi, V. |
| Published in: |
International journal of intellectual property management : IJIPM. - Olney, Bucks. : Inderscience Enterprises Limited, ISSN 1478-9655, ZDB-ID 2254112-3. - Vol. 13.2023, 3/4, p. 302-319
|
| Subject: | social media | sentimental contents | marketing | attitude shift | brand | elaboration likelihood model | consumers' responses | social media platforms | social entrepreneurship | abilities | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Markenführung | Brand management | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJIPM.2023.134057 [DOI] 10.1504/IJIPM.2022.10052712 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014442737