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When is brand content shared on Facebook? : a field study on online Word-of-Mouth
Haikel-Elsabeh, Marie; Zhao, Zhenzhen; Ivens, Björn Sven; … - In: International journal of market research 61 (2019) 3, pp. 287-301
Persistent link: https://www.econbiz.de/10012172208
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Value creation (vs value destruction) as an unintended consequence of negative comments on [innocuous] brand social media posts
Labrecque, Lauren I.; Markos, Ereni; Yuksel, Mujde; … - In: Journal of interactive marketing : a quarterly … 57 (2022) 1, pp. 115-140
Persistent link: https://www.econbiz.de/10013397509
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Customer brand co-creation : a conceptual model
France, Cassandra; Merrilees, Bill; Miller, Dale - In: Marketing intelligence & planning 33 (2015) 6, pp. 848-864
Persistent link: https://www.econbiz.de/10011447671
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User engagement in social media : an explorative study of Swedish fashion brands
Geissinger, Andrea; Laurell, Christofer - In: Journal of fashion marketing and management 20 (2016) 2, pp. 177-190
Persistent link: https://www.econbiz.de/10011575484
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Brand engagement and search for brands on social media : comparing Generations X and Y in Portugal
Bento, Marisa; Martinez, Luisa M.; Martinez, Luis F. - In: Journal of retailing and consumer services 43 (2018), pp. 234-241
Persistent link: https://www.econbiz.de/10011883208
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How virtual brand community traces may increase fan engagement in brand pages
Rosenthal, Benjamin; Brito, Eliane P. Z. - In: Business horizons 60 (2017) 3, pp. 375-384
Persistent link: https://www.econbiz.de/10011757125
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How does involvement build loyalty towards music-streaming platforms? : a multi-analytical SEM-ANN technique
Theadora, Clarissa; Amelia, Maria Veronica; Tan, Garry … - In: The journal of product & brand management 32 (2023) 4, pp. 645-660
Persistent link: https://www.econbiz.de/10014281363
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Brand engagement and community user behaviors in online interest communities : exploring a moderated mediation model
Hao, Ruohong; Liang, Xiaobei; Hu, Meng - In: Asia Pacific journal of marketing and logistics 36 (2024) 2, pp. 512-530
Persistent link: https://www.econbiz.de/10014486755
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Is this really me? : investigating brand personality self-congruity on consumer behavior in video-based social media
Bargoni, Augusto; Giachino, Chiara; Gutuleac, Rada; … - In: Psychology & marketing 41 (2024) 5, pp. 1115-1132
Persistent link: https://www.econbiz.de/10014530974
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A conceptual analysis of brand intimacy on social media platforms
Almubarak, Alanoud F.; Pervan, Simon J.; Johnson, Lester W. - In: Journal of strategic marketing 26 (2018) 6, pp. 463-478
Persistent link: https://www.econbiz.de/10011976041