A netnography of a university's social media brand community : exploring collaborative co-creation tactics
Momoko Fujita, Paul Harrigan and Geoffrey Soutar
| Year of publication: |
April 2017
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| Authors: | Fujita, Momoko ; Harrigan, Paul ; Soutar, Geoffrey N. |
| Published in: |
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS. - Abingdon, Oxon : Routledge, Taylor & Francis, ISSN 2163-9159, ZDB-ID 2732597-0. - Vol. 27.2017, 2, p. 148-164
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| Subject: | Social media | co-creation | brand community | higher education | netnography | Social Web | Social web | Markenführung | Brand management | Kundenintegration | Customer integration | Hochschule | Higher education institution | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Notes: | Zusammenfassung in chinesischer Sprache |
| Other identifiers: | 10.1080/21639159.2017.1283798 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011710594