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How do customers engage in social media-based brand communities : the moderator role of the brand's country of origin?
Huang, Yu; Zhang, Xu; Zhu, Hong - In: Journal of retailing and consumer services 68 (2022), pp. 1-11
Persistent link: https://www.econbiz.de/10013366408
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Handmade virtual messages to promote foreign fashion brands in Instagram
Macías-Mañas, María Dolores; Vila-López, Natalia; … - In: Journal of global fashion marketing : JGfM 15 (2024) 2, pp. 221-234
Persistent link: https://www.econbiz.de/10014530026
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Von der Virtual Community zur Virtual World - die Marke in Second Life
Backhaus, Klaus; Blechschmidt, Boris - In: Marken im Internet : Herausforderungen und rechtliche …, (pp. 321-336). 2007
Persistent link: https://www.econbiz.de/10003530276
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How online brand communities can change how research is approached and the role of the researcher in an organisation
Hall, Mike; Arthur, Jeannie; Morioka, Emma - In: International journal of market research : JMRS ; the … 53 (2011) 2, pp. 279-282
Persistent link: https://www.econbiz.de/10009011242
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Bringing product and consumer ecosystems to the strategic forefront
Dass, Mayukh; Kumar, Shivina - In: Business horizons 57 (2014) 2, pp. 225-234
Persistent link: https://www.econbiz.de/10010358724
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An interdisciplinary method for brand association research
Ranfagni, Silvia; Guercini, Simone; Camiciottoli, … - In: Management decision : MD 52 (2014) 4, pp. 724-736
Persistent link: https://www.econbiz.de/10010386767
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Motivations for and outcomes of participating in research online communities
Bang, Juyoung; Youn, Seounmi; Rowean, James; Jennings, … - In: International journal of market research : JMRS ; the … 60 (2018) 3, pp. 238-256
Persistent link: https://www.econbiz.de/10011887316
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Toward state-of-the-art on social marketing research in user-generated content (UGC) and influencers
Romero-Rodriguez, Luis M.; Castillo-Abdul, Bárbara - In: The journal of management development 42 (2023) 6, pp. 425-435
Persistent link: https://www.econbiz.de/10014332115
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The effects of country of origin and social media opinion leaders on purchase intention for Wuling vehicles
Ekyawan, Fandis; Rahman, Ma'ruf Fauzi - In: ASEAN marketing journal : Association of Southeast … 14 (2022) 2, pp. 188-195
Manuscript type: Research Article Research Aims: This research objective was to analyse the influence of country of origin, trust, price perception, perceived quality and social media opinion leader on Wuling purchase intention. Design/methodology/approach: This study was conducted...
Persistent link: https://www.econbiz.de/10014335683
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Tracing social influence in responses to strategy change in an online community
Castle, Nicholas W.; Combe, Ian Alexander; Khusainova, … - In: Journal of strategic marketing 22 (2014) 4, pp. 357-375
Persistent link: https://www.econbiz.de/10010387289