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Designing Facebook publications focused on hotel customer experience : how to improve brand attitude and booking intention

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Memes everywhere : the effect of social media memes on consumers' attitude towards brands and their purchase intention

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Mit der ungebrochenen Relevanz sozialer Medien und der ständigen Weiterentwicklung der Online-Kommunikation gewinnen Memes zunehmend an Popularität. Es gibt es nur wenige wissenschaftliche Untersuchungen zur Werbewirksamkeit von Memes. Die vorliegende Studie soll diese Wissenslücke...

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Impact of user participation behavior and participation emotion on quality of users' ideas in the virtual brand community

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Advertising versus invertising : the influence of social media B2C efforts on consumer attitudes and brand relationships

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Factors influencing consumer purchase intention in Pakistan

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Analysis of the approach to online advertising of leading sportswear brands

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Brand worlds : a guide to creating holistic worlds of brand experiences through communication

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Role of brand love in consumer brand relationships

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The effect of macro celebrity and micro influencer endorsements on consumer-brand engagement on Instagram

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