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Customer-brand engagement and Facebook fan-page "Like"-intention
Halaszovich, Tilo F.; Nel, Jacques - In: The journal of product & brand management 26 (2017) 2, pp. 120-134
Persistent link: https://www.econbiz.de/10011700718
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Sharing is entertaining : the impact of consumer values on video sharing and brand equity
Souki, Gustavo Quiroga; Chinelato, Flavia Braga; … - In: Journal of research in interactive marketing : … 16 (2022) 1, pp. 118-136
Persistent link: https://www.econbiz.de/10012880169
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Does a virtual like cause actual liking? : how following a brand's facebook updates enhances brand evaluations and purchase intention
Beukeboom, Camiel J.; Kerkhof, Peter; Vries, Metten de - In: Journal of interactive marketing : a quarterly … 32 (2015), pp. 26-36
Persistent link: https://www.econbiz.de/10011422780
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Brands talking on events? : brand personification in real-time marketing tweets to drive consumer engagement
Harrison, Ebenezer Nana Banyin; Kwon, Wi-suk - In: The journal of product & brand management 32 (2023) 8, pp. 1319-1337
Persistent link: https://www.econbiz.de/10014485569
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The impact of social media communication on consumer-based brand equity and purchasing intent in a pandemic
Lee Heng Wei; Ong, Chuan Huat; Thurasamy Ramayah - In: International marketing review 40 (2023) 5, pp. 1213-1244
Persistent link: https://www.econbiz.de/10014470117
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Brand accommodation to informal communications on social media : with the mediation of communication appropriateness and the moderation of product involvement
Jeong, Hyun Ju; Kim, Jihye - In: International journal of internet marketing and … 19 (2023) 1/2, pp. 42-62
Persistent link: https://www.econbiz.de/10014340163
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Don't make ads, make TikTok's : media and brand engagement through Gen Z's use of TikTok and its significance in purchase intent
Flecha Ortiz, Jose A.; Santos Corrada, María De Los M.; … - In: The journal of brand management : an international journal 30 (2023) 6, pp. 535-549
Persistent link: https://www.econbiz.de/10014447397
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Examining the effects of Facebook's personalized advertisements on brand love
Tran, Trang; Blanchflower, Tiffany M.; Lin, Chien-Wei - In: Journal of marketing theory and practice : JMTP 32 (2024) 1, pp. 61-80
Persistent link: https://www.econbiz.de/10014447780
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Sharing brands on social media : the roles of behavioural commitment and modality in identity shift
Johnson, Benjamin K.; Rosenbaum, Judith E. - In: International journal of consumer studies 47 (2023) 3, pp. 995-1010
Persistent link: https://www.econbiz.de/10014250671
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Effects of materialism on Brand-related user-generated content and positive WOM on social media
Nguyen, Han; Martin, Brett; Kerr, Gayle - In: Australasian marketing journal : AMJ ; official journal … 31 (2023) 2, pp. 135-141
Persistent link: https://www.econbiz.de/10014252796