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Digital touch in sponsorship : getting closer to the brand through virtual reality
Petit, Olivia; Lorey, Thierry; Dosquet, Frédéric - In: International journal of consumer studies 47 (2023) 5, pp. 1758-1771
Persistent link: https://www.econbiz.de/10014335634
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Augmented reality : designing immersive experiences that maximize consumer engagement
Scholz, Joachim; Smith, Andrew N. - In: Business horizons 59 (2016) 2, pp. 149-161
Persistent link: https://www.econbiz.de/10011451873
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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
Persistent link: https://www.econbiz.de/10011947025
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Engagement in sports virtual brand communities
Santos, Manuel Alonso dos; Guardia, Francisco Rejón; … - In: Journal of business research : JBR 89 (2018), pp. 273-279
Persistent link: https://www.econbiz.de/10011881786
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Virtual reality marketing and customer advocacy : transforming experiences from story-telling to story-doing
Regt, Anouk de; Plangger, Kirk; Barnes, Stuart J. - In: Journal of business research : JBR 136 (2021), pp. 513-522
Persistent link: https://www.econbiz.de/10012663249
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How to engage and attract virtual influencers' followers : a new non-human approach in the age of influencer marketing
Melnychuk, Hanna-Anastasiia; Arasli, Hüseyin; Nevzat, … - In: Marketing intelligence & planning 42 (2024) 3, pp. 393-417
Persistent link: https://www.econbiz.de/10015056874
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Brand communities als neue Markenwelten : wie Unternehmen Markennetzwerke initiieren, fördern und nutzen
Baumgartner, Ekkehart - 2007 - 1. Aufl.
Persistent link: https://www.econbiz.de/10003400540
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Self as brand and brand as self : a 2x2 dimension conceptual model of self-branding in the digital economy
Hu, Lingshu - In: Journal of internet commerce 20 (2021) 3, pp. 355-370
Persistent link: https://www.econbiz.de/10012549666
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The impact of perception related social media marketing applications on consumers’ brand loyalty and purchase intention
Ceyhan, Ayben - In: Emerging Markets Journal : EMAJ 9 (2019) 1, pp. 88-100
Persistent link: https://www.econbiz.de/10012266280