Emoji, playfulness, and brand engagement on Twitter
Year of publication: |
2021
|
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Authors: | McShane, Lindsay ; Pancer, Ethan ; Poole, Maxwell ; Deng, Qi |
Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 53.2021, p. 96-110
|
Subject: | Brand engagement | Consumers | Emoji | Playfulness | Social media | Twitter | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Online-Marketing | Internet marketing | Virales Marketing | Viral marketing | Markenartikel | Brand |
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