An analysis of the brand content characteristics across high and low involvement product categories and their influence on information diffusion on Twitter
P. Sridevi and N. Saikiran Kumar, Lakshmi Narasimhan Vedanthachari
| Year of publication: |
2024
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|---|---|
| Authors: | Sridevi, P. ; Kumar, N. Saikiran ; Vedanthachari, Lakshmi Narasimhan |
| Published in: |
International journal of business innovation and research : IJBIR. - Genève [u.a.] : Inderscience Enterprises, ISSN 1751-0260, ZDB-ID 2436046-6. - Vol. 33.2024, 2, p. 168-191
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| Subject: | high involvement product category | information diffusion | low involvement product category | social media | social media marketing | Twitter | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Informationsverbreitung | Information dissemination | Markenartikel | Brand | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJBIR.2024.136440 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015062852