Social media communications and marketing strategy : a taxonomical review of potential explanatory approaches
Yating Pan, Ivonne M. Torres, and Miguel Angel Zúñiga
| Year of publication: |
2019
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|---|---|
| Authors: | Pan, Yating ; Torres, Ivonne M. ; Zúñiga, Miguel Ángel |
| Published in: |
Journal of internet commerce. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1533-287X, ZDB-ID 2112885-6. - Vol. 18.2019, 1, p. 73-90
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| Subject: | Communication | customer orientation vs. sales orientation | firm-generated content | frontstage vs. backstage | informative vs. persuasive | social media | soft-sell vs. hard-sell | Social Web | Social web | Marketingmanagement | Marketing management | Beziehungsmarketing | Relationship marketing | Kommunikation | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/15332861.2019.1567187 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012179562