Segmenting social media users based on ongoing brand activities to track consumer behavior change
Year of publication: |
2024
|
---|---|
Authors: | Choi, Youngtae ; Kroff, Michael W. ; Penagos-Londoño, Gabriel Ignacio ; Ruiz-Moreno, Felipe |
Published in: |
AI impacts in digital consumer behavior. - Hershey, PA : IGI Global, ISBN 979-8-3693-1918-5. - 2024, p. 192-216
|
Subject: | Konsumentenverhalten | Consumer behaviour | Markentreue | Brand loyalty | Virales Marketing | Viral marketing | Kaufentscheidung | Purchase decision | Zielgruppe | Target group | Social Web | Social web |
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