Getting the word out on Twitter : the role of influentials, information brokers and strong ties in building word-of-mouth for brands
Theo Araujo, Peter Neijens and Rens Vliegenthart
| Year of publication: |
2017
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| Authors: | Araujo, Theo ; Neijens, Peter ; Vliegenthart, Rens |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 36.2017, 3, p. 496-513
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| Subject: | brand content diffusion | retweeting | Twitter brand communication | opinion leaders | influencers | information brokerage | Social Web | Social web | Markenführung | Brand management | Virales Marketing | Viral marketing | Markenartikel | Brand | Informationsverbreitung | Information dissemination | Soziales Netzwerk | Social network | Markenimage | Brand image | Kommunikation | Communication |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2016.1173765 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011707437