Say what? : how the interplay of tweet readability and brand hedonism affects consumer engagement
Year of publication: |
2019
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Authors: | Davis, Scott W. ; Horváth, Csilla ; Gretry, Anaïs ; Belei, Nina |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 100.2019, p. 150-164
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Subject: | Communication | Consumers | Hedonic | Utilitarian | Social media | Brands | Social Web | Social web | Hedonischer Preisindex | Hedonic price index | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image |
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