Online damage control : the effects of proactive versus reactive webcare interventions in consumer-generated and brand-generated platforms
Year of publication: |
2012
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Authors: | Noort, Guda van ; Willemsen, Lotte M. |
Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 26.2012, 3, p. 131-140
|
Subject: | Beschwerdemanagement | Complaint management | Social Web | Social web | Markenimage | Brand image | Virales Marketing | Viral marketing | Werbewirkung | Advertising effects | Digitale Plattform | Digital platform |
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