Hi, I'm taking over this account! : leveraging social media takeovers in fostering consumer-brand relationships
Year of publication: |
2023
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Authors: | Penttinen, Valeria |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 165.2023, p. 1-12
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Subject: | Social media takeover | Brand communications | Parasocial interaction | Transactional messages | Relational messages | Owned media | Übernahme | Takeover | Social Web | Social web | Großbritannien | United Kingdom | Online-Marketing | Internet marketing |
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