Exploring the drivers of customer engagement behaviours in social network brand communities : towards a customer-learning model
Chang-Tang Chiang, Chiou-Fong Wei, Kevin R. Parker and Bill Davey
| Year of publication: |
December 2017
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| Authors: | Chiang, Chang-Tang ; Wei, Chiou-Fong ; Parker, Kevin R. ; Davey, Bill |
| Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 33.2017, 17/18, p. 1443-1464
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| Subject: | Customer learning | social network brand community (SNBC) | customer engagement behaviours (CEBs) | Soziales Netzwerk | Social network | Beziehungsmarketing | Relationship marketing | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Kundenintegration | Customer integration | Virales Marketing | Viral marketing |
| Type of publication: | Article |
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| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0267257X.2017.1399922 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011854279