Understanding drivers and outcomes of lurking vs. posting engagement behaviours in social media-based brand communities
Teresa Fernandes and Ana Castro
| Year of publication: |
2020
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|---|---|
| Authors: | Fernandes, Teresa ; Castro, Ana |
| Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 36.2020, 7/8, p. 660-681
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| Subject: | brand loyalty | brand type | Consumer engagement | lurking | posting | social media-based brand communities | Social Web | Social web | Beziehungsmarketing | Relationship marketing | Markentreue | Brand loyalty | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0267257X.2020.1724179 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012249622