Can social media campaigns backfire? : exploring consumers' attitudes and word-of-mouth toward four social media campaigns and its implications on consumer-campaign identification
Year of publication: |
2017
|
---|---|
Authors: | Arli, Denni ; Dietrich, Timo |
Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 23.2017, 6, p. 834-850
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Subject: | social media | social media campaign | word of mouth | Social Web | Social web | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing |
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