Speak to head and heart : the effects of linguistic features on B2B brand engagement on social media
Qi Deng, Yun Wang, Michel Rod, Shaobo Ji
| Year of publication: |
2021
|
|---|---|
| Authors: | Deng, Qi ; Wang, Yun ; Rod, Michel ; Ji, Shaobo |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 99.2021, p. 1-15
|
| Subject: | B2B marketing | Brand engagement | Brand linguistics | Social media | Social Web | Social web | B-to-B-Marketing | Business-to-business marketing | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Online-Marketing | Internet marketing | Markenartikel | Brand | Kundenintegration | Customer integration | Linguistik | Linguistics | Konsumentenverhalten | Consumer behaviour | Lieferantenmanagement | Supplier relationship management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2021.09.005 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013206382