What drives me there? : the interplay of socio-psychological gratification and consumer values in social media brand engagement
Year of publication: |
2022
|
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Authors: | Osei-Frimpong, Kofi ; McLean, Graeme J. ; Islam, Nazrul ; Otoo, Brigid Appiah |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 146.2022, p. 288-307
|
Subject: | Brand Engagement | Consumer Values | Critical Mass | Perceived Homophily | Social Media | Uses and Gratifications | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Online-Marketing | Internet marketing | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing |
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