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Brand accommodation to informal communications on social media : with the mediation of communication appropriateness and the moderation of product involvement
Jeong, Hyun Ju; Kim, Jihye - In: International journal of internet marketing and … 19 (2023) 1/2, pp. 42-62
Persistent link: https://www.econbiz.de/10014340163
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Linguistic elements of conversational human voice in online brand communication : manipulations and perceptions
Liebrecht, Christine; Tsaousi, Christina; Hooijdonk, … - In: Journal of business research : JBR 132 (2021), pp. 124-135
Persistent link: https://www.econbiz.de/10012581572
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When pushing back is good : the effectiveness of brand responses to social media complaints
Johnen, Marius; Schnittka, Oliver - In: Journal of the Academy of Marketing Science 47 (2019) 5, pp. 858-878
Persistent link: https://www.econbiz.de/10012107337
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Facebook fan page : the effect of perceived socialness in consumer-brand communication
Hammick, Jinhyon Kwon; Ju, Ilyoung - In: Journal of marketing communications 24 (2018) 7, pp. 686-702
Persistent link: https://www.econbiz.de/10011927578
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Effects of Twitter, communication styles on consumers' brand personality perceptions, attitudes and purchase intentions
Zhang, Xiaochen Angela - In: International journal of internet marketing and … 11 (2017) 2, pp. 158-182
Persistent link: https://www.econbiz.de/10011741658
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Online posting intention : do the social communication and brand equity of esports matter?
Wang, Xi; You, Xinyi; Xu, Yulan; Zheng, Jie - In: International journal of sports marketing & sponsorship 25 (2024) 1, pp. 161-187
Persistent link: https://www.econbiz.de/10014504965
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Developing a conceptual model for examining social media marketing effects on brand awareness and brand image
Cheung, Man Lai; Pires, Guilherme D.; Rosenberger, Philip J. - In: International journal of economics and business research 17 (2019) 3, pp. 243-261
Persistent link: https://www.econbiz.de/10012021617
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Becoming more than an athlete : developing an athlete's personal brand using strategic philanthropy
Kunkel, Thilo; Doyle, Jason; Na, Sangwon - In: European Sport management quarterly : ESMQ 22 (2022) 3, pp. 358-378
Persistent link: https://www.econbiz.de/10013271113
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Impact of Facebook marketing on Lebanese athletes' decision-making process
Daou, Lindos; Sarkis, Nada; Nader, Youssef - In: International journal of sport management and marketing … 18 (2018) 5, pp. 402-416
Persistent link: https://www.econbiz.de/10011989452
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Impact of social media on brand commitment : testing the mediation role of perceived value and brand image
Kavoosi Kalejahi, Homa; Ramezani, Mojtaba; Rostamzadeh, Reza - In: International journal of business environment : IJBE 10 (2019) 3, pp. 191-208
Persistent link: https://www.econbiz.de/10012036944