Tickle me on WeChat moments : the role of brand love
Year of publication: |
2022
|
---|---|
Authors: | Khan, Jashim ; Pelet, Jean-Eric ; Zamani, Somayeh |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 31.2022, 1, p. 29-39
|
Subject: | Brand love | Parasocial relationship | Social media | Ticklish moments | Web-drama connectedness | WeChat word of mouth | Social Web | Social web | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Emotion | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand |
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