Virtual brand community engagement practices : a refined typology and model
Year of publication: |
2017
|
---|---|
Authors: | Hollebeek, Linda D. ; Juric, Biljana ; Tang, Wenyan |
Published in: |
The journal of services marketing. - Bingley : Emerald Group Publishing Limited, ISSN 0887-6045, ZDB-ID 1027140-5. - Vol. 31.2017, 3, p. 204-217
|
Subject: | Netnography | Engagement practices | Virtual brand community | Social Web | Social web | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Beziehungsmarketing | Relationship marketing |
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