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Let's talk about wine: does Twitter have value?

Wilson, Damien; Quinton, Sarah - In: International Journal of Wine Business Research 24 (2012) 4, pp. 271-286

Purpose – The purpose of this exploratory research paper is twofold. First, to identify how wine is being talked about within the Twitter environment and second to examine whether the constructs of soft and hard value can be demonstrated within the social media, Twitter content. The overall...

Persistent link: https://www.econbiz.de/10014814175

Consumer engagement in online brand communities : a social media perspective

Dessart, Laurence; Veloutsou, Cleopatra; Morgan-Thomas, Anna - In: The journal of product & brand management 24 (2015) 1, pp. 28-42

Persistent link: https://www.econbiz.de/10010514490

Sneaking the dark side of brand engagement into Instagram : the dual theory of passion

Okazaki, Shintaro; Schuberth, Florian; Tagashira, Takumi; … - In: Journal of business research : JBR 130 (2021), pp. 493-505

Persistent link: https://www.econbiz.de/10012544865

Speak to head and heart : the effects of linguistic features on B2B brand engagement on social media

Deng, Qi; Wang, Yun; Rod, Michel; Ji, Shaobo - In: Industrial marketing management : the international … 99 (2021), pp. 1-15

Persistent link: https://www.econbiz.de/10013206382

More of the same? : effects of volume and variety of social media brand engagement behavior

Schäfers, Tobias; Falk, Tomas; Kumar, Ashish; … - In: Journal of business research : JBR 135 (2021), pp. 282-294

Persistent link: https://www.econbiz.de/10012647870

Emoji, playfulness, and brand engagement on Twitter

McShane, Lindsay; Pancer, Ethan; Poole, Maxwell; Deng, Qi - In: Journal of interactive marketing : a quarterly … 53 (2021), pp. 96-110

Persistent link: https://www.econbiz.de/10012502849

User engagement in social media : an explorative study of Swedish fashion brands

Geissinger, Andrea; Laurell, Christofer - In: Journal of fashion marketing and management 20 (2016) 2, pp. 177-190

Persistent link: https://www.econbiz.de/10011575484

I create, you create, we all create - for whom?

Kennedy, Eric - In: The journal of product & brand management 26 (2017) 1, pp. 68-79

Persistent link: https://www.econbiz.de/10011666472

How TOMS' "one day without shoes" campaign brings stakeholders together and co-creates value for the brand using Instagram as a platform

Roncha, Ana; Radclyffe-Thomas, Natascha - In: Journal of fashion marketing and management 20 (2016) 3, pp. 300-321

Persistent link: https://www.econbiz.de/10011594911

Battle of the brand fans : impact of brand attack and defense on social media

Ilhan, Behice Ece; Kübler, Raoul; Pauwels, Koen - In: Journal of interactive marketing : a quarterly … 43 (2018), pp. 33-51

Persistent link: https://www.econbiz.de/10011920058