Measuring consumers' engagement with brand-related social-media content : development and validation of a scale that identifies levels of social-media engagement with brands
Bruno Schivinski (Nottingham Trent University), George Christodoulides (Birkbeck, University of London), Dariusz Dabrowski (Gdansk University of Technology)
| Year of publication: |
March 2016
|
|---|---|
| Authors: | Schivinski, Bruno ; Christodoulides, George ; Dąbrowski, Dariusz |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 56.2016, 1, p. 64-80
|
| Subject: | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Messung | Measurement | Polen | Poland |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2016-004 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011486055