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Modelling the factors impacting customer engagement for branded content in healthcare

Chauhan, Trishala; Sindhu, Shilpa; Mor, Rahul S. - In: International journal of pharmaceutical and healthcare … 18 (2024) 1, pp. 102-121

Persistent link: https://www.econbiz.de/10014479721

A typology of customer experience with social media branded content : a netnographic study

Waqas, Muhammad; Zalfa Laili Hamzah; Noor Akma Mohd Salleh - In: International journal of internet marketing and … 14 (2020) 2, pp. 184-213

Persistent link: https://www.econbiz.de/10012252819

Content marketing strategy of branded YouTube channels

Wang, Rang; Chan-Olmsted, Sylvia M. - In: Journal of media business studies 17 (2020) 3/4, pp. 294-316

Persistent link: https://www.econbiz.de/10012312168

Young consumer-brand relationship building potential using digital marketing

Confos, Nicolla; Davis, Teresa - In: European journal of marketing : EJM 50 (2016) 11, pp. 1993-2017

Persistent link: https://www.econbiz.de/10011641452

Do you love me? : the relationship between sport-related branded entertainment and brand love

Liebl, Hildegard; Turčínková, Jana; Beinhauer, Rupert; … - In: Cogent business & management 9 (2022) 1, pp. 1-15

Brand love, the most intense relationship between a consumer and a brand, drives valuable outcomes like increased brand loyalty. Sport-related branded entertainment (SRBE) represents a content marketing opportunity to build on brand love and provides a research gap. This research investigates...

Persistent link: https://www.econbiz.de/10014443626