Improving consumer mindset metrics and shareholder value through social media : the different roles of owned and earned media
Anatoli Colicev, Ashwin Malshe, Koen Pauwels, & Peter O’Connor
| Year of publication: |
January 2018
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|---|---|
| Authors: | Colicev, Anatoli ; Malshe, Ashwin ; Pauwels, Koen ; O'Connor, Peter |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 82.2018, 1, p. 37-56
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| Subject: | marketing-finance interface | owned social media | earned social media | consumer decision journey | shareholder value | Social Web | Social web | Shareholder Value | Shareholder value | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1509/jm.16.0055 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011804088