Online brand communities as heterogeneous gatherings : a netnographic exploration of Apple users
Year of publication: |
2017
|
---|---|
Authors: | Özbölük, Tuğba ; Dursun, Yunus |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 26.2017, 4, p. 375-385
|
Subject: | Web 2.0 | Netnography | Online brand communities | Sub-tribes | Tribes | Social Web | Social web | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Webanalyse | Web analytics | Online-Handel | Online retailing |
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