Leaving the home turf : how brands can use webcare on consumer-generated platforms to increase positive consumer engagement
Julia Schamari; Tobias Schaefers
| Year of publication: |
2015
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|---|---|
| Authors: | Schamari, Julia ; Schaefers, Tobias |
| Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 30.2015, p. 20-33
|
| Subject: | Social media | Consumer engagement | Webcare | Social learning theory | Reinforcement theory | Moderated mediation | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Markenartikel | Brand | Online-Marketing | Internet marketing |
| Extent: | Ill., graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011292342