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The effect of online brand experience on brand loyalty : a web of emotions

Cleff, Thomas; Walter, Nadine; Xie, Jing - In: The IUP journal of brand management : IJBRM 15 (2018) 1, pp. 7-23

Persistent link: https://www.econbiz.de/10011873178

Likeable social media : how to delight your customers, create an irresistible brand, and be amazing on facebook, twitter, linkedin, instagram, pinterest, and more

Kerpen, Dave; Rosenbluth, Mallorie; Riedinger, Meg - 2015 - Revised and expanded second edition

Persistent link: https://www.econbiz.de/10010510849

Brand followers : motivations and attitudes of consumers to follow brands in social media

Yılmaz, Hakan; Enginkaya, Ebru - In: International journal of internet marketing and … 9 (2015) 1, pp. 3-20

Persistent link: https://www.econbiz.de/10011387763

Social media strategy for online service brands

Mills, Adam J.; Plangger, Kirk - In: The service industries journal 35 (2015) 10, pp. 521-536

Persistent link: https://www.econbiz.de/10011333308

B2B brands on Twitter : engaging users with a varying combination of social media content objectives, strategies, and tactics

Juntunen, Mari; Ismagiliova, Elvira; Oikarinen, Eeva-Liisa - In: Industrial marketing management : the international … 89 (2020), pp. 630-641

Persistent link: https://www.econbiz.de/10012291402

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

Quantifying the long-term effect of social media

Mathur, Manisha - In: International journal of internet marketing and … 12 (2018) 1, pp. 19-39

Persistent link: https://www.econbiz.de/10011859030

Athlete branding via social media : examining the factors influencing consumer engagement on Instagram

Doyle, Jason P.; Su, Yiran; Kunkel, Thilo - In: European Sport management quarterly : ESMQ 22 (2022) 4, pp. 506-526

Persistent link: https://www.econbiz.de/10013350474

Virtuelle Marken-Communities : Newsgroups und Chats als Instrumente der Markenbindung

Verstraete, Claudia - 2004 - 1. Aufl.

Virtuelle Communities werden im Marketing als innovatives Instrument zur Ansprache von Konsumenten angesehen. Es gibt aber nahezu keine wissenschaftlichen Erkenntnisse über die Wirkungsweise von Communities. Die Autorin untersucht am Beispiel von Newsgroups und Chats, die in den Firmenauftritt...

Persistent link: https://www.econbiz.de/10001905602

Vries, Lisette de; Gensler, Sonja; Leeflang, Peter - In: Journal of interactive marketing : a quarterly … 26 (2012) 2, pp. 83-91

Persistent link: https://www.econbiz.de/10009558966

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