Don't make ads, make TikTok's : media and brand engagement through Gen Z's use of TikTok and its significance in purchase intent
Jose A. Flecha Ortiz, María De Los M. Santos Corrada, Evelyn Lopez, Virgin Dones, Vivian Feliberty Lugo
| Year of publication: |
2023
|
|---|---|
| Authors: | Flecha Ortiz, Jose A. ; Santos Corrada, María De Los M. ; Lopez, Evelyn ; Dones, Virgin ; Feliberty Lugo, Vivian |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 30.2023, 6, p. 535-549
|
| Subject: | Brand engagement | Consumer engagement | Media engagement | Passive usage | Purchase intention | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Social Web | Social web | Werbewirkung | Advertising effects | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-023-00330-z [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014447397