Building a social media community around your brand : the moderating role of firm engagement tactics
Year of publication: |
2023
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Authors: | Chou, En-Yi ; Lin, Cheng-Yu |
Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 39.2023, 7/8, p. 702-734
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Subject: | brand loyalty | consumer engagement | firm engagement tactics | Firm-hosted social media brand communities | mixed-methods | uses and gratifications theory | Social Web | Social web | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Markentreue | Brand loyalty | Markenimage | Brand image |
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