Examining the impact of luxury brand's social media marketing on customer engagement : using big data analytics and natural language processing
Xia Liu, Hyunju Shin, Alvin C. Burns
| Year of publication: |
2021
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|---|---|
| Authors: | Liu, Xia ; Shin, Hyunju ; Burns, Alvin C. |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 125.2021, p. 815-826
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| Subject: | Big data | Customer engagement | Luxury brand | Social media | Twitter | Luxusgüter | Luxury goods | Social Web | Social web | Online-Marketing | Internet marketing | Big Data | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Data Mining | Data mining | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2019.04.042 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012494182