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~subject:"Markenführung"
~subject:"Web 2.0 technologies"
~subject:"Werbewirkung"
~type_genre:"Aufsatz in Zeitschrift"
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Markenführung
Web 2.0 technologies
Werbewirkung
Web analytics
121
Webanalyse
121
Social Web
45
Social web
45
Internet marketing
36
Online-Marketing
36
Consumer behaviour
29
Konsumentenverhalten
29
Online retailing
12
Online-Handel
12
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12
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11
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11
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netnography
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Aufsatz in Zeitschrift
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Casais, Beatriz
1
Chauhan, Kalpana
1
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1
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1
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1
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1
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1
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Metallo, Gerardino
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Monterrubio-Martín, Javier
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Murphy, Jamie
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Muñoz-García, Óscar
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Journal of advertising research
3
International journal of electronic business
2
Journal of fashion marketing and management
2
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
2
Advances in business and management forecasting
1
Computational and mathematical organization theory
1
HMD : Praxis der Wirtschaftsinformatik
1
International journal of advertising : the quarterly review of marketing communications
1
International journal of e-business research : an official publication of the Information Resources Management Association
1
International journal of sport management and marketing : IJSMM
1
Journal of electronic commerce research : JECR
1
Journal of marketing communications
1
Journal of marketing management : MM
1
Journal of marketing theory and practice : JMTP
1
Journal of promotion management : innovations in planning and applied research
1
Journal of vacation marketing : an international journal
1
Psychology & marketing
1
Quantitative marketing and economics : QME
1
Research in consumer behavior
1
The journal of brand management : an international journal
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The journal of product & brand management
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ECONIS (ZBW)
26
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1
Hashtag activism by brand lovers : a netnographic study
Carvalho, Cássia Liandra
;
Barbosa, Belem
- In:
International journal of sport management and marketing …
23
(
2023
)
1/2
,
pp. 44-61
Persistent link: https://www.econbiz.de/10014310879
Saved in:
2
Fashion bloggers' discourse on brands under corporate crisis : a netnographic research in Portugal
Casais, Beatriz
;
Gomes, Lucilene Ribeiro
- In:
Journal of fashion marketing and management
26
(
2022
)
3
,
pp. 420-435
Persistent link: https://www.econbiz.de/10013384519
Saved in:
3
An analytical model for comparing the profitability of competing online marketing channels : search engine marketing versus e-commerce marketplace
Angeloni, Silvia
;
Rossi, Claudio
- In:
Journal of marketing theory and practice : JMTP
29
(
2021
)
4
,
pp. 534-549
Persistent link: https://www.econbiz.de/10012607677
Saved in:
4
How fashion brands engage on social media : a netnography approach
Loureiro, Sandra Maria Correia
;
Serra, Jessica
; …
- In:
Journal of promotion management : innovations in …
25
(
2019
)
3
,
pp. 367-378
Persistent link: https://www.econbiz.de/10012179031
Saved in:
5
Online brand communities as heterogeneous gatherings : a netnographic exploration of Apple users
Özbölük, Tuğba
;
Dursun, Yunus
- In:
The journal of product & brand management
26
(
2017
)
4
,
pp. 375-385
Persistent link: https://www.econbiz.de/10011777373
Saved in:
6
In the digital world, not everything that can be measured matters : how to distinguish "valuable" from "nice to know" among measures of consumer engagement
Fulgoni, Gian M.
- In:
Journal of advertising research
56
(
2016
)
1
,
pp. 9-13
Persistent link: https://www.econbiz.de/10011486031
Saved in:
7
Exploring consumer insights in wine marketing : an ethnographic research on #winelovers
Cuomo, Maria Teresa
;
Tortora, Debora
;
Festa, Giuseppe
; …
- In:
Psychology & marketing
33
(
2016
)
12
,
pp. 1082-1090
Persistent link: https://www.econbiz.de/10011627278
Saved in:
8
Resisting the siren call of popular digital media measures : Facebook research shows no link between trendy online metrics and ad effectiveness
Smallwood, Brad
- In:
Journal of advertising research
56
(
2016
)
2
,
pp. 126-131
Persistent link: https://www.econbiz.de/10011518002
Saved in:
9
The web mirrors value in the real world : comparing a firm’s valuation with its web network position
Yun, Qiaoyun
;
Gloor, Peter A.
- In:
Computational and mathematical organization theory
21
(
2015
)
4
,
pp. 356-379
Persistent link: https://www.econbiz.de/10011389462
Saved in:
10
A Netnographic analysis of Facebook content strategy of World's top 10 management institutes
Pillai, Anandan
;
Chauhan, Kalpana
- In:
International journal of e-business research : an …
11
(
2015
)
3
,
pp. 1-17
Persistent link: https://www.econbiz.de/10011306289
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