"Don't pretend to be my friend!" when an informal brand communication style backfires on social media
Anaïs Gretry, Csilla Horváth, Nina Belei, Allard C.R. van Riel
| Year of publication: |
May 2017
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|---|---|
| Authors: | Grety, Anaïs ; Horváth, Csilla ; Belei, Nina ; Riel, Allard C. R. van |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 74.2017, p. 77-89
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| Subject: | Social media | Communication style | Informal | Brand familiarity | Brand trust | Consumer-brand relationships | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Kommunikation | Communication | Online-Marketing | Internet marketing | Beziehungsmarketing | Relationship marketing | Vertrauen | Confidence | Markenimage | Brand image | Markentreue | Brand loyalty |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2017.01.012 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011675398