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Effects of review spam in a firm-initiated virtual brand community : evidence from smartphone customers

Feng, Nan; Su, Zhenjing; Li, Dahui; Zheng, Chundong; … - In: Information & management : the internat. journal of … 55 (2018) 8, pp. 1061-1070

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Hypertextuality and social media : a study of the constitutive and paradoxical implications of organizational twitter use

Albu, Oana Brindusa; Etter, Michael - In: Management communication quarterly : an international … 30 (2016) 1, pp. 5-31

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Person organization fit display through social media : employee as a stakeholder

T. P., Ranjith; Verma, Pratima - In: International journal of economic research 17 (2020) 2, pp. 167-176

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Unpacking the relationship between employee brand ambassadorship and employee social media usage through employee wellbeing in workplace : a theoretical contribution

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How e-mail defines, builds and leverages brands

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Future developments in IMC : why e-mail with video trumps text-only e-mails for brands

Scheinbaum, Angeline Close; Hampel, Stefan; Kang, Mihuyn - In: European journal of marketing : EJM 51 (2017) 3, pp. 627-645

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Future Developments in IMC : Why E-Mail with Video Trumps Text-Only E-Mail for Brands

Scheinbaum, Angeline Close; Hampel, Stefan; Kang, Mihuyn - 2020

The objective is to examine affective and attitudinal consumer responses to audiovisual (i.e., short videos) verses text-only messages in brand communication. Via experimental findings with an adult sample and two brands (Apple and Audi), we find that integrating audiovisual content in email to...

Persistent link: https://www.econbiz.de/10014104008