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Exploratory study on variables impacting display advertising spend of leading advertisers in the USA
Chakrabarti, Somnath; Makhija, Mayank - In: Journal of marketing communications 27 (2021) 2, pp. 176-206
Persistent link: https://www.econbiz.de/10012424773
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The impact of sellers' social influence on the co-creation of innovation with customers and brand awareness in online communities
Wang, Yichuan; Hsiao, Shih-Hui; Yang, Zhiguo; Hajli, Nick - In: Industrial marketing management : the international … 54 (2016), pp. 56-70
Persistent link: https://www.econbiz.de/10011478717
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Processing contradictory brand information from advertising and social media : an application of the multiple-motive heuristic-systematic model
Kim, Kyongseok; King, Karen Whitehill; Kim, Jooyoung - In: Journal of marketing communications 24 (2018) 8, pp. 801-822
Persistent link: https://www.econbiz.de/10011976101
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Enhancing consumer engagement in an online brand community via user reputation signals : a multi-method analysis
Hanson, Sara; Jiang, Lan; Dahl, Darren W. - In: Journal of the Academy of Marketing Science 47 (2019) 2, pp. 349-367
Persistent link: https://www.econbiz.de/10012022592
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Empirical relationship of customer brand engagement with satisfaction and loyalty through online brand experience
Ashraf, Sarfraz; Iftikhar, Arslan; Yameen, Attia; … - In: The IUP journal of brand management : IJBRM 15 (2018) 3, pp. 23-48
Persistent link: https://www.econbiz.de/10011987772
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The role of social media communication in brand equity creation : an empirical study
Alam, Mohd. Sarwar; Khan, Bilal Mustafa - In: The IUP journal of brand management : IJBRM 16 (2019) 1, pp. 54-78
Persistent link: https://www.econbiz.de/10012104311
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When pushing back is good : the effectiveness of brand responses to social media complaints
Johnen, Marius; Schnittka, Oliver - In: Journal of the Academy of Marketing Science 47 (2019) 5, pp. 858-878
Persistent link: https://www.econbiz.de/10012107337
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How employees engage with B2B brands on social media : word choice and verbal tone
Pitt, Christine S.; Plangger, Kirk A.; Botha, Elsamari; … - In: Industrial marketing management : the international … 81 (2019), pp. 130-137
Persistent link: https://www.econbiz.de/10012107701
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Online brand community within the integrated marketing communication system : when chocolate becomes seductive like a person
Gabrielli, Veronica; Baghi, Ilaria - In: Journal of marketing communications 22 (2016) 4, pp. 385-402
Persistent link: https://www.econbiz.de/10011612598
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Do social advergames affect brand attitudes and advocacy?
Tuten, Tracy L.; Ashley, Christy - In: Journal of marketing communications 22 (2016) 3, pp. 236-255
Persistent link: https://www.econbiz.de/10011613162