Digital content marketing's role in fostering consumer engagement, trust, and value : framework, fundamental propositions, and implications
Linda D. Hollebeek & Keith Macky
| Year of publication: |
2019
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|---|---|
| Authors: | Hollebeek, Linda D. ; Macky, Keith |
| Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 45.2019, p. 27-41
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| Subject: | Digital content marketing | Engagement | Trust | Brand equity | Conceptual framework | Vertrauen | Confidence | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Online-Marketing | Internet marketing | Markenführung | Brand management | Digitalisierung | Digitization | Markenimage | Brand image | Social Web | Social web |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.intmar.2018.07.003 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011997974