Effects of materialism on Brand-related user-generated content and positive WOM on social media
Han Nguyen, Brett A. S. Martin, Gayle Kerr
| Year of publication: |
2023
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| Authors: | Nguyen, Han ; Martin, Brett ; Kerr, Gayle |
| Published in: |
Australasian marketing journal : AMJ ; official journal of the Australia-New Zealand Marketing Academy (ANZMAC). - [London] : Sage Publishing, ISSN 1839-3349, ZDB-ID 2211477-4. - Vol. 31.2023, 2, p. 135-141
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| Subject: | brand symbolism | branded posts | eWOM | materialism | user-generated content | Social Web | Social web | Virales Marketing | Viral marketing | Kundenintegration | Customer integration | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Web 2.0-Technologien | Web 2.0 technologies |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/18393349211054230 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014252796