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Engagement and brand loyalty through social capital in social media
Abuljadail, Mohammad; Ha, Louisa - In: International journal of internet marketing and … 13 (2019) 3, pp. 197-217
Persistent link: https://www.econbiz.de/10012140337
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User engagement in festival virtual brand communities : the cases of Sónar and Primavera Sound (Barcelona)
Garay Tamajón, Luis Alfonso; Pérez, Soledad Morales - In: Journal of hospitality & tourism research : JHTR ; the … 44 (2020) 2, pp. 300-327
Persistent link: https://www.econbiz.de/10012201355
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Direct-to-consumer prescription medication advertisements on social media : the role of social factors
Fogel, Joshua; Shraybman-Buynova, Jennifer - In: Health marketing quarterly 40 (2023) 2, pp. 190-205
Persistent link: https://www.econbiz.de/10014295145
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Does social capital matter on social media? : an examination into negative e-WOM toward competing brands
Jun, Jinhyun; Kim, Jaewook; Tang, Liang - In: Journal of hospitality marketing & management 26 (2017) 4, pp. 378-394
Persistent link: https://www.econbiz.de/10011707123
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Promotional tactics for online viral marketing campaigns : how scarcity and personalization affect seed stage referrals
Koch, Oliver Francis; Benlian, Alexander - In: Journal of interactive marketing : a quarterly … 32 (2015), pp. 37-52
Persistent link: https://www.econbiz.de/10011422788
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Knowledge sharing and social technology acceptance model : promoting local events and festivals through Facebook
Lee, Woojin; Paris, Cody Morris - In: Tourism analysis : an interdisciplinary tourism & … 18 (2013) 4, pp. 457-469
Persistent link: https://www.econbiz.de/10010206943
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The role of social capital in shaping consumer engagement within online brand communities
Bowden, Jana; Conduit, Jodie; Hollebeek, Linda D.; … - In: The handbook of communication engagement, (pp. 491-504). 2018
Persistent link: https://www.econbiz.de/10011871840
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Cultivating consumer subjective well-being through online brand communities : a multidimensional view of social capital
Zhou, Zhimin; Wang, Rixiang; Zhan, Ge - In: The journal of product & brand management 31 (2022) 5, pp. 808-822
Persistent link: https://www.econbiz.de/10013407536
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Modeling pathway linking mobile social media intensity to attitude towards electronic word-of-mouth and engagement : the significant role of social trust and perceived homophily
Pang, Hua; Qiao, Yuxin; Zhang, Kaige - In: Technological forecasting and social change : an … 198 (2024), pp. 1-9
Persistent link: https://www.econbiz.de/10015075800
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Brand volunteering : value co-creation with unpaid consumers
Cova, Bernard; Pace, Stefano; Skålén, Per - In: Marketing theory 15 (2015) 4, pp. 465-485
Persistent link: https://www.econbiz.de/10011494733