How TOMS' "one day without shoes" campaign brings stakeholders together and co-creates value for the brand using Instagram as a platform
Ana Roncha and Natascha Radclyffe-Thomas
| Year of publication: |
2016
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|---|---|
| Authors: | Roncha, Ana ; Radclyffe-Thomas, Natascha |
| Published in: |
Journal of fashion marketing and management. - Bingley : Emerald Group Publishing Limited, ISSN 1361-2026, ZDB-ID 2144075-X. - Vol. 20.2016, 3, p. 300-321
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| Subject: | Social media | Instagram | Brand engagement | Word of mouth marketing | Value co-creation | Social Web | Social web | Virales Marketing | Viral marketing | Kundenintegration | Customer integration | Stakeholder | Markenführung | Brand management | Online-Marketing | Internet marketing | Beziehungsmarketing | Relationship marketing | Betriebliche Wertschöpfung | Value creation | Marketingmanagement | Marketing management | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JFMM-10-2015-0082 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011594911