Detecting, preventing, and mitigating online firestorms in brand communities
Dennis Herhausen, Stephan Ludwig, Dhruv Grewal, Jochen Wulf, and Marcus Schoegel
| Year of publication: |
2019
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|---|---|
| Authors: | Herhausen, Dennis ; Ludwig, Stephan ; Grewal, Dhruv ; Wulf, Jochen ; Schoegel, Marcus |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 83.2019, 3, p. 1-21
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| Subject: | message dynamics | online brand community | online firestorms | text mining | word of mouth | Social Web | Social web | Virales Marketing | Viral marketing | Online-Marketing | Internet marketing | Markenführung | Brand management | Online-Handel | Online retailing | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/0022242918822300 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012175971