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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

the advertisement, towards the brand and on their purchase intention. Results of an empirical study indicate that ads with …

Persistent link: https://www.econbiz.de/10014516159

Brand resonance : an empirical analysis of mobile users in global marketplace

Raut, Umesh Ramchandra; Pawar, Prafulla Arjun; Brito, … - In: International journal of trade and global markets 17 (2023) 2, pp. 185-200

Persistent link: https://www.econbiz.de/10014287225

New perspectives in marketing by word-of-mouth

2015

Persistent link: https://www.econbiz.de/10011381878

Facebook "friendship" and brand advocacy

Wallace, Elaine; Buil, Isabel; De Chernatony, Leslie - In: The journal of brand management : an international journal 20 (2012/13) 2, pp. 128-146

Persistent link: https://www.econbiz.de/10009688900

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

Advertising versus invertising : the influence of social media B2C efforts on consumer attitudes and brand relationships

Bóveda-Lambie, Adriana M.; Hair, Neil - In: Online consumer behavior : theory and research in …, (pp. 209-236). 2012

Persistent link: https://www.econbiz.de/10009567792

How can our tweets go viral? : point-process modelling of brand content

Zadeh, Amir Hassan; Sharda, Ramesh - In: Information & management : the internat. journal of … 59 (2022) 2, pp. 1-19

Persistent link: https://www.econbiz.de/10013255731

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

Analysis of the impact of social network sites and eWOM marketing, considering the reinforcing dimensions of the concept of luxury, on tendency toward luxury brand

MajlesiRad, Zahra; Shoushtari, Abdol Hamid Haji pour - In: Future Business Journal 6 (2020) 19, pp. 1-19

toward luxury brand or in other words, on purchase intent trigger toward this type of brand. It also outlines that … showed a significant impact of social network sites marketing on tendency to luxury brand. The research offers implications … for developing effective marketing strategy through social network sites and helps luxury brand managers to build strong …

Persistent link: https://www.econbiz.de/10012308420

Consumers' relationships with brands and brand communities - the multifaceted roles of identification and satisfaction

Popp, Bastian; Woratschek, Herbert - In: Journal of retailing and consumer services 35 (2017), pp. 46-56

Persistent link: https://www.econbiz.de/10011645105