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Effects of valence and extremity of eWOM on attitude toward the brand and website

Lee, Mira; Rodgers, Shelly; Kim, Mikyoung - In: Journal of current issues and research in advertising : … 31 (2009) 2, pp. 1-11

Persistent link: https://www.econbiz.de/10003929285

Die Bedeutung von Internet Word of Mouth zur Gewinnung von Automobilkäufern in China

Lingenfelder, Michael; Steymann, Gloria; Wevers, Ellen - In: Das Internet der Zukunft : bewährte Erfolgstreiber und …, (pp. 351-362). 2011

Persistent link: https://www.econbiz.de/10009241234

Likeable social media : how to delight your customers, create an irresistible brand, and be amazing on facebook, twitter, linkedin, instagram, pinterest, and more

Kerpen, Dave; Rosenbluth, Mallorie; Riedinger, Meg - 2015 - Revised and expanded second edition

Persistent link: https://www.econbiz.de/10010510849

The role of paid and earned media in building entertainment brands : reminding, informing, and enhancing enjoyment

Lovett, Mitchell; Staelin, Richard - 2012

We study the role of social engagement and advertising in building entertainment brands. We develop a structural model of viewing behaviors and apply the model to a data set on a new television program that contains both revealed preferences and self-reported preferences and expectations. We use...

Persistent link: https://www.econbiz.de/10009699396

Customer engagement in a Facebook brand community

Gummerus, Johanna; Liljander, Veronica; Weman, Emil; … - In: Management research review 35 (2012) 9, pp. 857-877

Persistent link: https://www.econbiz.de/10009660470

The impact of user interactions in social media on brand awareness and purchase intention : the case of MINI on Facebook

Hutter, Katja; Hautz, Julia; Dennhardt, Severin; … - In: The journal of product & brand management 22 (2013) 5/6, pp. 342-351

Persistent link: https://www.econbiz.de/10010224852

Discussing brand information on social networking sites : implications for global brand marketing

Tsai, Shu-pei - In: Journal of organizational computing and electronic commerce 23 (2013) 4, pp. 372-391

Persistent link: https://www.econbiz.de/10010232534

Social media, social me : a content analysis of beauty companies’ use of Facebook in marketing and branding

Shen, Bin; Bissell, Kimberly - In: Journal of promotion management : JPM 19 (2013) 5, pp. 629-651

Persistent link: https://www.econbiz.de/10010233245

Enhancing consumer-brand relationships on restaurant Facebook fan pages : maximizing consumer benefits and increasing active participation

Kang, Juhee; Tang, Liang; Fiore, Ann Marie - In: International journal of hospitality management 36 (2014), pp. 145-155

Persistent link: https://www.econbiz.de/10010239303

Word-of-mouth marketing influence on offline and online communications : evidence from case study research

Groeger, Lars; Buttle, Francis A. - In: Journal of marketing communications 20 (2014) 1/2, pp. 21-41

Persistent link: https://www.econbiz.de/10010243432

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