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Revisiting the consumer brand engagement concept
Obilo, Obinna O.; Chefor, Ellis; Saleh, Amin - In: Journal of business research : JBR 126 (2021), pp. 634-643
Persistent link: https://www.econbiz.de/10012494330
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Social media brand engagement in the context of collaborative consumption : the case of AIRBNB
Schivinski, Bruno; Langaro, Daniela; Fernandes, Teresa; … - In: The journal of brand management : an international journal 27 (2020) 6, pp. 645-661
Persistent link: https://www.econbiz.de/10012304068
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Content marketing strategy of branded YouTube channels
Wang, Rang; Chan-Olmsted, Sylvia M. - In: Journal of media business studies 17 (2020) 3/4, pp. 294-316
Persistent link: https://www.econbiz.de/10012312168
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the power of lurking : assessing the online experience of luxury brand fan page followers
Kéfi, Hajer; Maar, Daniel - In: Journal of business research : JBR 117 (2020), pp. 579-586
Persistent link: https://www.econbiz.de/10012287980
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The effects of brand page characteristics on customer brand engagement : moderating roles of community involvement and comedy production contents
Duong, Giang Huong; Wu, Wann-Yih; Long Hoang Le - In: The journal of brand management : an international journal 27 (2020) 5, pp. 531-545
Persistent link: https://www.econbiz.de/10012297821
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Like, comment, or share? : self-presentation vs. brand relationships as drivers of social media engagement choices
Swani, Kunal; Labrecque, Lauren I. - In: Marketing letters : a journal of research in marketing 31 (2020) 2/3, pp. 279-298
Persistent link: https://www.econbiz.de/10012301469
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"They" are or "we" are? : an analysis of Facebook interaction effects on brand loyalty
Ho, Ching Wei - In: Global business & economics review 18 (2016) 5, pp. 497-516
Persistent link: https://www.econbiz.de/10011665402
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The influence of perceived social media marketing activities on brand loyalty : the mediation effect of brand and value consciousness
Ismail, Ahmed Rageh - In: Asia Pacific journal of marketing and logistics 29 (2017) 1, pp. 129-144
Persistent link: https://www.econbiz.de/10011613320
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"Don't pretend to be my friend!" when an informal brand communication style backfires on social media
Grety, Anaïs; Horváth, Csilla; Belei, Nina; Riel, … - In: Journal of business research : JBR 74 (2017), pp. 77-89
Persistent link: https://www.econbiz.de/10011675398
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Celebrities as human brands : an inquiry on stakeholder-actor co-creation of brand identities
Centeno, Dave; Wang, Jeff Jianfeng - In: Journal of business research : JBR 74 (2017), pp. 133-138
Persistent link: https://www.econbiz.de/10011675465