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Advertising versus invertising : the influence of social media B2C efforts on consumer attitudes and brand relationships
Bóveda-Lambie, Adriana M.; Hair, Neil - In: Online consumer behavior : theory and research in …, (pp. 209-236). 2012
Persistent link: https://www.econbiz.de/10009567792
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The effects of brand involvement and messaging strategy on user responses
Cho, Su Yeon - In: Journal of promotion management : innovations in … 28 (2022) 1, pp. 42-59
Persistent link: https://www.econbiz.de/10012801955
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The effect of emotional positivity of brand-generated social media messages on consumer attention and information sharing
Oliveira, João S.; Ifie, Kemefasu; Sykora, Martin; … - In: Journal of business research : JBR 140 (2022), pp. 49-61
Persistent link: https://www.econbiz.de/10013040651
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The impact of social media advertising on purchase intention : the mediation role of consumer brand engagement
Weeraporn Supotthamjaree; Preeda Srinaruewan - In: International journal of internet marketing and … 15 (2021) 5/6, pp. 498-526
Persistent link: https://www.econbiz.de/10012670713
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Impact of social media influencers on customer engagement and brand perception
Jaitly, Rahul Chander; Gautam, Omvir - In: International journal of internet marketing and … 15 (2021) 2, pp. 220-242
Persistent link: https://www.econbiz.de/10012512752
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How do observers react to companies' humorous responses to online public complaints?
Béal, Mathieu; Grégoire, Yany - In: Journal of service research 25 (2022) 2, pp. 242-259
Persistent link: https://www.econbiz.de/10013268018
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I create, you create, we all create - for whom?
Kennedy, Eric - In: The journal of product & brand management 26 (2017) 1, pp. 68-79
Persistent link: https://www.econbiz.de/10011666472
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The mediating role of brand involvement in the social media use-marketing communication effectiveness relationship : a case of selected entertainment smes in Uganda
Musiime, Andrew; Mwaipopo, Lufumbi - In: Business management review : journal of the University … 22 (2019) 2, pp. 67-86
Persistent link: https://www.econbiz.de/10012062785
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On being attractive, social and visually appealing in social media : the effects of anthropomorphic tourism brands on Facebook fan pages
Perez-Vega, Rodrigo; Taheri, Babak; Farrington, Thomas; … - In: Tourism management : research, policies, practice 66 (2018), pp. 339-347
Persistent link: https://www.econbiz.de/10011814767