Can consumers be persuaded on brand microblogs? : an empirical study
Kem Z. K. Zhang, Stuart J. Barnes, Sesia J. Zhao, Hong Zhang
| Year of publication: |
January 2018
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| Authors: | Zhang, Kem Z. K. ; Barnes, Stuart J. ; Zhao, Sesia J. ; Zhang, Hong |
| Published in: |
Information & management : the internat. journal of management processes and systems ; journal of IFIP Users Group. - Amsterdam : Elsevier, ISSN 0378-7206, ZDB-ID 432134-0. - Vol. 55.2018, 1, p. 1-15
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| Subject: | Brand microblog | Community commitment | Participation | Brand loyalty | Social media | Social commerce | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Markentreue | Web 2.0-Technologien | Web 2.0 technologies | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.im.2017.03.005 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011813442