Sarcastic or assertive : how should brands reply to consumers' uncivil comments on social media in the context of brand activism?
Year of publication: |
2022
|
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Authors: | Batista, Juliana Moreira ; Barros, Lucia S. G. ; Peixoto, Fabricia V. ; Botelho, Delane |
Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 57.2022, 1, p. 141-158
|
Subject: | sarcasm | assertiveness | brand activism | social media | attitude toward brands | Markenartikel | Brand | Social Web | Social web | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Markenimage | Brand image |
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