"What drives loyal fans of brand pages to take action? : the effects of self‑expansion and flow on loyal page fans’ sharing and creation activities"
Year of publication: |
2021
|
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Authors: | Nikolinakou, Angeliki ; Phua, Joe ; Kwon, Eun Sook |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 28.2021, 6, p. 559-577
|
Subject: | Self-expansion theory | Social media strategy | User-generated content | Content strategy | Social media sharing | Social Web | Social web | Online-Marketing | Internet marketing | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
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