What motivates consumer to engage in microblogs? : the roles of brand post characteristics and brand prestige
Year of publication: |
2022
|
---|---|
Authors: | Chu, Xiumin ; Liu, Yezheng ; Chen, Xiayu ; Ding, Zhengping ; Tao, Shouzheng |
Published in: |
Electronic commerce research. - Dordrecht : Springer Science Business Media B.V., ISSN 1572-9362, ZDB-ID 2038488-9. - Vol. 22.2022, 2, p. 451-483
|
Subject: | Brand microblog | Brand personality traits | Brand prestige | Consumer engagement | Hashtags | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenführung | Brand management | Markenartikel | Brand | Social Web | Social web |
-
What drives Generation Z to advocate for a brand online?
Mishra, Vivek, (2024)
-
Antecedents of brand love in online network-based communities : a social identity perspective
Vernuccio, Maria, (2015)
-
Kim, Eun-Ho, (2021)
- More ...
-
Whose and what content matters? : consumers' liking behavior toward advertisement in microblogs
Chu, Xiumin, (2020)
-
Sun, Chunhua, (2022)
-
Liu, Yezheng, (2020)
- More ...