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Luxury brands and social media : drivers and outcomes of consumer engagement on Instagram

Oliveira, Marta; Fernandes, Teresa - In: Journal of strategic marketing 30 (2022) 4, pp. 389-407

Persistent link: https://www.econbiz.de/10013370884

A conceptual analysis of brand intimacy on social media platforms

Almubarak, Alanoud F.; Pervan, Simon J.; Johnson, Lester W. - In: Journal of strategic marketing 26 (2018) 6, pp. 463-478

Persistent link: https://www.econbiz.de/10011976041

Community engagement and online word of mouth : an empirical investigation

Wu, Ji; Fan, Shaokun; Zhao, J. Leon - In: Information & management : the internat. journal of … 55 (2018) 2, pp. 258-270

Persistent link: https://www.econbiz.de/10011813613

The role of paid and earned media in building entertainment brands : reminding, informing, and enhancing enjoyment

Lovett, Mitchell; Staelin, Richard - 2012

We study the role of social engagement and advertising in building entertainment brands. We develop a structural model of viewing behaviors and apply the model to a data set on a new television program that contains both revealed preferences and self-reported preferences and expectations. We use...

Persistent link: https://www.econbiz.de/10009699396

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

The impact of user interactions in social media on brand awareness and purchase intention : the case of MINI on Facebook

Hutter, Katja; Hautz, Julia; Dennhardt, Severin; … - In: The journal of product & brand management 22 (2013) 5/6, pp. 342-351

Persistent link: https://www.econbiz.de/10010224852

The effects of positive and negative online customer reviews : do brand strength and category maturity matter?

Ho-Dac, Nga N.; Carson, Stephen J.; Moore, William L. - In: Journal of marketing 77 (2013) 6, pp. 37-53

Persistent link: https://www.econbiz.de/10010203377

The influence of “Facebook friends” on the intention to join brand pages

Palazon, Mariola; Sicilla, María; Lopez, Manuela - In: The journal of product & brand management 24 (2015) 6, pp. 580-595

Persistent link: https://www.econbiz.de/10011481829

The use of Facebook to promote drinking among young consumers

Moraes, Caroline; Michaelidou, Nina; Meneses, Rita W. - In: Journal of marketing management : MM 30 (2014) 13/14, pp. 1377-1401

Persistent link: https://www.econbiz.de/10010433917

Listen to your customers : insights into brand image using online consumer-generated product reviews

Gensler, Sonja; Völckner, Franziska; Egger, Marc; … - In: International journal of electronic commerce : IJEC 20 (2015/2016) 1, pp. 112-141

Persistent link: https://www.econbiz.de/10011413587