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You might be reputable but are you "liked"? : orchestrating corporate reputation co-creation on Facebook

Zarkada, Anna K.; Polydorou, Christina - In: Social media in strategic management, (pp. 87-113). 2013

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Desperately seeking customer engagement : the five-sources model of brand value on social media

Piven, Inna P.; Breazeale, Michael - In: Analyzing the strategic role of social networking in …, (pp. 283-313). 2017

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Brand value co-creation in a digitalized world : an integrative framework and research implications

Ramaswamy, Venkatram; Ozcan, Kerimcan - In: International journal of research in marketing : IJRM ; … 33 (2016) 1, pp. 93-106

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Innovationskommunikation im Web 2.0 : partizipative Kommunikation am Beispiel der Markteinführung von Elektrofahrzeugen auf Facebook

Maisch, Bettina - 2012 - 1. Aufl.

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Medien des Web 2.0 - Chance oder Risiko im Kundendialog?

Boluminski, Jan; Karlein, Susanne; Nätscher, Christina - In: Marketing review St. Gallen : Marketingfachzeitschrift … 26 (2009) 1, pp. 23-28

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Digital Marketing Strategies for Value Co-creation : Models and Approaches for Online Brand Communities

Ozuem, Wilson; Willis, Michelle - 2022

Chapter 1: Introducing Online Brand Communities -- Chapter 2: Participation and customer involvement -- Chapter 3: Online brand communities and loyalty intentions -- Chapter 4: Consumer engagement -- Chapter 5: Social identity and online brand communities -- Chapter 6: Brand and customer loyalty...

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Customer participation in firm-initiated activities via social media : understanding the role of experiential value

Quach, Sara; Shao, Wei; Ross, Mitchell; Thaichon, Park - In: Australasian marketing journal : AMJ ; official journal … 29 (2021) 2, pp. 132-141

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Social media, customer engagement, and sales organizations : a research agenda

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Value co-creation for marketing innovation : comparative study in the sme community

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Enhancing brand relationship performance through customer participation and value creation in social media brand communities

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