The role of online social interaction in the recommendation of a brand community
Year of publication: |
2015
|
---|---|
Authors: | Veloutsou, Cleopatra ; Dessart, Laurence ; Arvaniti, Georgia Maria |
Published in: |
Engaging consumers through branded entertainment and convergent media. - Hershey, Pa. : Business Science Reference, ISBN 978-1-4666-8342-6. - 2015, p. 89-109
|
Subject: | Markenführung | Brand management | Social Web | Social web | Virales Marketing | Viral marketing | Personalisierung | Personalization | Soziales Verhalten | Social behaviour | Computerspiel | Video game | Griechenland | Greece |
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