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Customer engagement in a Facebook brand community
Gummerus, Johanna; Liljander, Veronica; Weman, Emil; … - In: Management research review 35 (2012) 9, pp. 857-877
Persistent link: https://www.econbiz.de/10009660470
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Auswirkungen der "Web-2.0-Ära" auf die Markenkommunikation
Jacobs, Marco - 2009
Persistent link: https://www.econbiz.de/10009665198
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Brand Community Marketing : Grundlagen, Erfolgsfaktoren und Anwendungsmöglichkeiten
Strübi, Silvio - 2012
Persistent link: https://www.econbiz.de/10009706558
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Consumers as "integrators" of marketing communications : when "like" is as good as "buy"
O’Reilly, Kelley; Lancendorfer, Karen M. - In: International journal of e-business research : an … 9 (2013) 4, pp. 1-15
Persistent link: https://www.econbiz.de/10010354433
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Bringing product and consumer ecosystems to the strategic forefront
Dass, Mayukh; Kumar, Shivina - In: Business horizons 57 (2014) 2, pp. 225-234
Persistent link: https://www.econbiz.de/10010358724
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Developing a brand structure pyramid model for travel-related online social networks
Barreda, Albert; Nusair, Khaldoon; Bilgihan, Anil; … - In: Tourism review : the official journal of the AIEST 68 (2013) 4, pp. 49-70
Persistent link: https://www.econbiz.de/10010226559
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Enhancing consumer-brand relationships on restaurant Facebook fan pages : maximizing consumer benefits and increasing active participation
Kang, Juhee; Tang, Liang; Fiore, Ann Marie - In: International journal of hospitality management 36 (2014), pp. 145-155
Persistent link: https://www.econbiz.de/10010239303
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Brand presence in digital space
Rowley, Jennifer; Edmundson-Bird, David - In: Journal of electronic commerce in organizations : the … 11 (2013) 1, pp. 63-78
Persistent link: https://www.econbiz.de/10009792126
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Brands, community and style : exploring linking value in fashion blogging
Pihl, Christopher - In: Journal of fashion marketing and management 18 (2014) 1, pp. 3-19
Persistent link: https://www.econbiz.de/10010259200
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Hashtags and handshakes : consumer motives and platform use in brand-consumer interactions
Hamilton, Mitchell; Kaltcheva, Velitchka D.; Rohm, Andrew J. - In: The journal of consumer marketing 33 (2016) 2, pp. 135-144
Persistent link: https://www.econbiz.de/10011524154