Effective marketing communication via social networking site : the moderating role of the social tie
George Chung-Chi Shen, Jyh-Shen Chiou, Chih-Hui Hsiao, Chun-Hsien Wang, Hsin-Ni Li
| Year of publication: |
June 2016
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|---|---|
| Authors: | Shen, George Chung-Chi ; Chiou, Jyh-Shen ; Hsiao, Chih-Hui ; Wang, Chun-hsien ; Li, Hsin-Ni |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 69.2016, 6, p. 2265-2270
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| Subject: | Facebook | Social media | Social tie | Advertising literacy | Social Web | Social web | Online-Marketing | Internet marketing | Soziales Netzwerk | Social network | Marketingmanagement | Marketing management | Werbung | Advertising | Soziale Beziehungen | Social relations | Virales Marketing | Viral marketing | 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.jbusres.2015.12.040 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011472234