When pushing back is good : the effectiveness of brand responses to social media complaints
Marius Johnen, Oliver Schnittka
| Year of publication: |
2019
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|---|---|
| Authors: | Johnen, Marius ; Schnittka, Oliver |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 47.2019, 5, p. 858-878
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| Subject: | Response strategy | Social media | Brand communication | Communication style | Consumer complaints | Contextual benefits | Social Web | Social web | Beschwerdemanagement | Complaint management | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Kommunikation | Communication | Online-Marketing | Internet marketing | Öffentlichkeitsarbeit | Public relations | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-019-00661-x [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012107337