The effects of social media content created by human brands on engagement : evidence from Indian general election 2014
Year of publication: |
2021
|
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Authors: | Mallipeddi, Rakesh R. ; Janakiraman, Ramkumar ; Kumar, Subodha ; Gupta, Seema |
Published in: |
Information systems research : ISR. - Catonsville, MD : INFORMS, ISSN 1047-7047, ZDB-ID 1081934-4. - Vol. 32.2021, 1, p. 212-237
|
Subject: | human brands | human brand generated content | social media analytics | engagementsocial media tone | political marketing | Social Web | Social web | Markenführung | Brand management | Online-Marketing | Internet marketing | Wahl | Election | Indien | India | Markenimage | Brand image | Wahlverhalten | Voting behaviour | Markenartikel | Brand |
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