The moderating effect of influencer on the causal map of mutual information, coproducer and customer value : a thematic analysis of messages posted by brand communities
Intaka Piriyakul, Rapepun Piriyakul
| Year of publication: |
2022
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|---|---|
| Authors: | Intaka Piriyakul ; Rapepun Piriyakul |
| Published in: |
Journal of marketing analytics : JMA. - Houndmills : Palgrave Macmillan, ISSN 2050-3326, ZDB-ID 2735891-4. - Vol. 10.2022, 2, p. 131-144
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| Subject: | Customer coproducer | Customer value | Influencers | Mutual information | Kundenwert | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41270-021-00124-9 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013258519