To engage or not : how does concern for personal brand impact consumers' Social Media Engagement Behaviour (SMEB)?
Xiang Ying Mei, Andrea Brataas and Robin Alexander Stothers
| Year of publication: |
2024
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|---|---|
| Authors: | Mein, Xiang Ying ; Brataas, Andrea ; Stothers, Robin Alexander |
| Published in: |
Journal of strategic marketing. - London : Routledge, ISSN 1466-4488, ZDB-ID 2020800-5. - Vol. 32.2024, 1, p. 20-33
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| Subject: | barriers to engagement | impression management | Personal branding | Social Media Engagement Behaviour (SMEB) | social phobia | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Online-Marketing | Internet marketing | Beziehungsmarketing | Relationship marketing | Kundenintegration | Customer integration | Werbewirkung | Advertising effects | Persönlichkeitspsychologie | Personality psychology |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0965254X.2022.2127854 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014553109