Say what? : how the interplay of tweet readability and brand hedonism affects consumer engagement
Scott W. Davis, Csilla Horváth, Anaïs Gretry, Nina Belei
| 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 | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Hedonischer Preisindex | Hedonic price index | Markenartikel | Brand | Online-Marketing | Internet marketing | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2019.01.071 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012023790