Does a virtual like cause actual liking? : how following a brand's facebook updates enhances brand evaluations and purchase intention
Camiel J. Beukeboom & Peter Kerkhof & Metten de Vries
| Year of publication: |
November 2015
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| Authors: | Beukeboom, Camiel J. ; Kerkhof, Peter ; Vries, Metten de |
| 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. 32.2015, p. 26-36
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| Subject: | Social media | Facebook | Brand attitude | Brand equity | Purchase intention | NPS | Conversational human voice | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Online-Marketing | Internet marketing | Markenführung | Brand management | Markenartikel | Brand | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.intmar.2015.09.003 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011422780