The role of social platforms in establishing brand awareness for B2C e-commerce : empirical study
Year of publication: |
2020
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Authors: | Al-Dwairi, Radwan Moh'd ; Harb, Yousra ; Shehabat, Issa |
Published in: |
International journal of business information systems : IJBIS. - [Olney, Bucks.] : Inderscience Enterprises, ISSN 1746-0980, ZDB-ID 2436031-4. - Vol. 33.2020, 4, p. 488-504
|
Subject: | social media | brand awareness | user-generated-content | electronic word-of-mouth | e-WOM | interactivity | information quality | credibility | intention | Social Web | Social web | Virales Marketing | Viral marketing | Electronic Commerce | E-commerce | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing |
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