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Sentiment analysis of virtual brand communities for effective tribal marketing
Pathak, Xema; Pathak-Shelat, Manisha - In: Journal of research in interactive marketing : … 11 (2017) 1, pp. 16-38
Persistent link: https://www.econbiz.de/10011699243
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Online brand community within the integrated marketing communication system : when chocolate becomes seductive like a person
Gabrielli, Veronica; Baghi, Ilaria - In: Journal of marketing communications 22 (2016) 4, pp. 385-402
Persistent link: https://www.econbiz.de/10011612598
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Enhancing consumer engagement in an online brand community via user reputation signals : a multi-method analysis
Hanson, Sara; Jiang, Lan; Dahl, Darren W. - In: Journal of the Academy of Marketing Science 47 (2019) 2, pp. 349-367
Persistent link: https://www.econbiz.de/10012022592
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Brand-brand relational moments
Ramadan, Zahy B. - In: The journal of brand management : an international journal 26 (2019) 6, pp. 705-716
Persistent link: https://www.econbiz.de/10012120871
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Omni-channel marketing, integrated marketing communications and consumer engagement : a research agenda
Payne, Elizabeth Manser; Paltier, James W.; Barger, … - In: Journal of research in interactive marketing : … 11 (2017) 2, pp. 185-197
Persistent link: https://www.econbiz.de/10011760808
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Interactive digital media and impact of customer attitude and technology on brand awareness : evidence from the South Asian countries
Ahmed, Rizwan Raheem; Vveinhardt, Jolita; … - In: Journal of business economics and management 18 (2017) 6, pp. 1115-1134
Persistent link: https://www.econbiz.de/10011781028
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Defining, conceptualizing, and assessing the practice of branded content as a marketing communications strategy
Chan-Olmsted, Sylvia M.; Wolter, Lisa-Charlotte; Xiao, Min - In: Transfer, Werbeforschung & Praxis : Zeitschrift für … 64 (2018) 2, pp. 18-30
Persistent link: https://www.econbiz.de/10011959729
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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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Employees as corporate influencers and co-creators of brand-meaning
Hesse, Andreas; Schmidt, Holger - In: Transfer : Zeitschrift für Kommunikation und … 68 (2022) 4, pp. 33-37
Persistent link: https://www.econbiz.de/10013464344
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Social media marketing and brand authenticity : the role of value co-creation
Hasan, Shermeen; Qayyum, Abdul; Zia, Mubashar Hassan - In: Management research review 46 (2023) 6, pp. 870-892
Persistent link: https://www.econbiz.de/10014315133