Deciphering B2B marketers' concerns in marketing "with" clients : further insights into how B2B characteristics foster and inhibit UGC generation and its leverage
Ajit Aras, Xin Xu, Lisa Peñaloza
| Year of publication: |
2022
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|---|---|
| Authors: | Aras, Ajit ; Xu, Xin ; Peñaloza, Lisa |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 101.2022, p. 71-81
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| Subject: | B2B marketing | Digital marketing | eWom | UGC | User generated content | WoM | Word-of-mouth | B-to-B-Marketing | Business-to-business marketing | Virales Marketing | Viral marketing | Lieferantenmanagement | Supplier relationship management | Online-Marketing | Internet marketing | Social Web | Social web | Beziehungsmarketing | Relationship marketing | Electronic Commerce | E-commerce | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2021.11.009 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013197766