Brand engagement and search for brands on social media : comparing Generations X and Y in Portugal
Year of publication: |
July 2018
|
---|---|
Authors: | Bento, Marisa ; Martinez, Luisa M. ; Martinez, Luis F. |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 43.2018, p. 234-241
|
Subject: | Social media | Facebook | Generation X | Generation Y | Brand engagement | Motivations | e-WOM | Social Web | Social web | Online-Marketing | Internet marketing | Markenführung | Brand management | Portugal | Markenimage | Brand image | Markenartikel | Brand | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing |
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