Framing social media communication : investigating the effects of brand post appeals on user interaction
Timm F. Wagner, Christian V. Baccarella, Kai-Ingo Voigt
| Year of publication: |
October 2017
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|---|---|
| Authors: | Wagner, Timm ; Baccarella, Christian V. ; Voigt, Kai-Ingo |
| Published in: |
European management journal. - Amsterdam : Elsevier, ISSN 0263-2373, ZDB-ID 859497-1. - Vol. 35.2017, 5, p. 606-616
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| Subject: | Post appeal | Social networking sites | Social media optimization | User interaction | Facebook brand page | Social Web | Social web | Markenführung | Brand management | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Werbewirkung | Advertising effects | Beziehungsmarketing | Relationship marketing | Kundenintegration | Customer integration |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.emj.2017.05.002 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011775130