Does it pay off to communicate like your online community? : evaluating the effect of content and linguistic style similarity on B2B brand engagement
Matthijs Meire, Kristof Coussement, Arno De Caigny, Steven Hoornaert
| Year of publication: |
2022
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|---|---|
| Authors: | Meire, Matthijs ; Coussement, Kristof ; Caigny, Arno de ; Hoornaert, Steven |
| 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. 106.2022, p. 292-307
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| Subject: | B2B | Brand engagement | Content matching | Linguistic style matching | Social media | Text analytics | Social Web | Social web | Markenführung | Brand management | B-to-B-Marketing | Business-to-business marketing | Online-Marketing | Internet marketing | Sprache | Language | Kundenintegration | Customer integration | Beziehungsmarketing | Relationship marketing | Virales Marketing | Viral marketing | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2022.09.006 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014226517