How virtual brand community traces may increase fan engagement in brand pages
Benjamin Rosenthal, Eliane P. Z. Brito
| Year of publication: |
May-June 2017
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|---|---|
| Authors: | Rosenthal, Benjamin ; Brito, Eliane P. Z. |
| Published in: |
Business horizons. - Amsterdam : Elsevier, ISSN 0007-6813, ZDB-ID 222663-7. - Vol. 60.2017, 3, p. 375-384
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| Subject: | Virtual brand community | Social media marketing | Brand page | Celebrity influence | Consumer engagement | Brand engagement | Social Web | Social web | Online-Marketing | Internet marketing | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Kundenintegration | Customer integration | Markenartikel | Brand | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.bushor.2017.01.009 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011757125