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Drama goes viral : effects of story development on shares and views of online advertising videos
Quesenberry, Keith A.; Coolsen, Michael K. - In: Journal of interactive marketing : a quarterly … 48 (2019), pp. 1-16
Persistent link: https://www.econbiz.de/10012129481
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Transforming consumers into brands : tracing transformation processes of the practice of blogging
Erz, Antonia; Christensen, Anna-Bertha Heeris - In: Journal of interactive marketing : a quarterly … 43 (2018), pp. 69-82
Persistent link: https://www.econbiz.de/10011920063
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Destination social business : exploring an organization's journey with social media, collaborative community and expressive individuality
Weinberg, Bruce D.; Ruyter, Ko de; Dellarocas, Chrysanthos - In: Journal of interactive marketing : a quarterly … 27 (2013) 4, pp. 299-310
Persistent link: https://www.econbiz.de/10010242269
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Using blogs to solicit consumer feedback : the role of directive questioning versus no questioning
Balagué, Christine; Valck, Kristine de - In: Journal of interactive marketing : a quarterly … 27 (2013) 1, pp. 62-73
Persistent link: https://www.econbiz.de/10009718234
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Feeding the trolling : understanding and mitigating online trolling behavior as an unintended consequence
Papez, Maja Golf; Veer, Ekant - In: Journal of interactive marketing : a quarterly … 57 (2022) 1, pp. 90-114
Persistent link: https://www.econbiz.de/10013397508
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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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Sarcastic or assertive : how should brands reply to consumers' uncivil comments on social media in the context of brand activism?
Batista, Juliana Moreira; Barros, Lucia S. G.; Peixoto, … - In: Journal of interactive marketing : a quarterly … 57 (2022) 1, pp. 141-158
Persistent link: https://www.econbiz.de/10013397510
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I am not what I like : endorsing brands on social media negatively affects consumers' self-evaluation
Bernritter, Stefan F.; Loermans, Annemijn C.; … - In: Journal of interactive marketing : a quarterly … 57 (2022) 1, pp. 159-175
Persistent link: https://www.econbiz.de/10013397513
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Why nonprofits are easier to endorse on social media : the roles of warmth and brand symbolism
Bernritter, Stefan F.; Verlegh, Peeter W. J.; Smit, Edith G. - In: Journal of interactive marketing : a quarterly … 33 (2016), pp. 27-42
Persistent link: https://www.econbiz.de/10011482792
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The impact of user review volume on consumers' willingness-to-pay : a consumer uncertainty perspective
Wu, Yinglu; Wu, Jianan - In: Journal of interactive marketing : a quarterly … 33 (2016), pp. 43-56
Persistent link: https://www.econbiz.de/10011482803