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Sentiment analysis : an effective way of interpreting consumer's inclinations towards a brand
Tiruwa, Anurag; Yadav, Rajan; Suri, P. K. - In: Transforming organizations through flexible systems …, (pp. 205-219). 2020
Persistent link: https://www.econbiz.de/10012127718
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Designing Facebook publications focused on hotel customer experience : how to improve brand attitude and booking intention
Gómez-Suárez, Mónica; Veloso, Mónica - In: Brand, Label, and Product Intelligence : Second …, (pp. 247-258). 2022
Persistent link: https://www.econbiz.de/10013338086
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Analyzing sport fan Facebook pages influences of post characteristics and brand attributes on fan engagement
Ma, Shang Chun; Chang, Ching-Hung; Ma, Shang-Ming; … - In: Marketing analysis in sport business : global perspectives, (pp. 163-181). 2022
Persistent link: https://www.econbiz.de/10014311258
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The distributed creative brand image : integrating digital influencer collaboration into omnichannel marketing communication
Kallevig, Annette - In: Digital Transformation for Fashion and Luxury Brands : …, (pp. 249-270). 2024
Persistent link: https://www.econbiz.de/10014529112
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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
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Social media-driven consumer-brand interactions in Mexico : healthy food brands versus indulgent food brands
Castillo, Gricel; Carrete-Lucero, Lorena de la Paz; … - In: Marketing Communications and Brand Development in …, (pp. 121-145). 2022
Persistent link: https://www.econbiz.de/10013274622
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Brand matters : leveraging the power of personal branding to achieve professional success
Edmiston, Dawn - In: Go-to-market strategies for women entrepreneurs : …, (pp. 261-270). 2019
Persistent link: https://www.econbiz.de/10012221238
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Determinants of brand recall in social networking sites
Varnali, Kaan; Gorgulu, Vehbi - In: Strategic uses of social media for improved customer …, (pp. 124-153). 2017
Persistent link: https://www.econbiz.de/10011632744
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The effect of social-media communication on consumer perceptions of brands
Schivinski, Bruno; Dąbrowski, Dariusz - 2013
Researchers and brand managers have limited understanding of the effects of firm-created and user-generated social media communication on brand equity, brand attitude, and purchase intention. Thus, we investigated 504 Facebook users using a standardized online survey across Poland. To test the...
Persistent link: https://www.econbiz.de/10011802059
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Memes everywhere : the effect of social media memes on consumers' attitude towards brands and their purchase intention
Pilavcioglu, Burak; Hodeck, Alexander; Nagel, Niels; … - In: Zukunft des Marketings, (pp. 37-55). 2023
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...
Persistent link: https://www.econbiz.de/10014516159