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Leveraging a luxury fashion brand through social media

Romão, Maria Teresa; Moro, Sérgio; Rita, Paulo; … - In: European Research on Management and Business Economics … 25 (2019) 1, pp. 15-22

This research aims to understand how the interactions across several social networks influence the visibility of a luxury brand's most relevant social network which acts as a showcase (Instagram). A data mining approach is proposed for modeling the number of likes on Instagram using 365 posts...

Persistent link: https://www.econbiz.de/10012115959

Leveraging a luxury fashion brand through social media

Romão, Maria Teresa; Moro, Sérgio; Rita, Paulo; … - In: European research on management and business economics 25 (2019) 1, pp. 15-22

Persistent link: https://www.econbiz.de/10011956812

Fostering online relationships with brands through websites and social media brand pages

Pinto, Luisa; Loureiro, Sandra Maria Correia; Rita, Paulo; … - In: Journal of promotion management : innovations in … 25 (2019) 3, pp. 379-393

Persistent link: https://www.econbiz.de/10012179032

Do social networking sites contribute for building brands? : evaluating the impact of users' participation on brand awareness and brand attitude

Langaro, Daniela; Rita, Paulo; Salgueiro, Maria de Fátima - In: Journal of marketing communications 24 (2018) 2, pp. 146-168

Persistent link: https://www.econbiz.de/10011852935

On the relationship between consumer-brand identification, brand community, and brand loyalty

Coelho, Pedro Simões; Rita, Paulo; Santos, Zélia Raposo - In: Journal of retailing and consumer services 43 (2018), pp. 101-110

Persistent link: https://www.econbiz.de/10011883168

Differences between TripAdvisor and Booking.com in branding co-creation

Tiago, Maria Teresa Borges; Arruda, Carolina; Tiago, … - In: Journal of business research : JBR 123 (2021), pp. 380-388

Persistent link: https://www.econbiz.de/10012435336

Fostering consumer-brand relationships through social media brand communities

Santos, Zélia Raposo; Coelho, Pedro Simões; Rita, Paulo - In: Journal of marketing communications 28 (2022) 7, pp. 768-798

Persistent link: https://www.econbiz.de/10013493043