Battle of the brand fans : impact of brand attack and defense on social media
Behice Ece Ilhan, Raoul V. Kübler, Koen H. Pauwels
| Year of publication: |
August 2018
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| Authors: | Ilhan, Behice Ece ; Kübler, Raoul ; Pauwels, Koen |
| 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. 43.2018, p. 33-51
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| Subject: | Social media | eWOM | Rival brands | Brand engagement | Attack | Defense | Across pages | Sentiment analysis | Time series analysis | Social Web | Social web | Markenführung | Brand management | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image | Virales Marketing | Viral marketing | Emotion |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.intmar.2018.01.003 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011920058