Let's get real (time)! : the potential of real-time marketing to catalyze the sharing of brand messages
Lotte M. Willemsen, Komala Mazerant, Anne-Lise Kamphuis & Gerrita van der Veen
| Year of publication: |
2018
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|---|---|
| Authors: | Willemsen, Lotte M. ; Mazerant, Komala ; Kamphuis, Anne-Lise ; Veen, Gerrita van der |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 37.2018, 5, p. 828-848
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| Subject: | Brand content | creativity | news jacking | real-time marketing | social media | word of mouth | Social Web | Social web | Virales Marketing | Viral marketing | Markenführung | Brand management | Markenartikel | Brand | Online-Marketing | Internet marketing | Kreativität | Creativity | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2018.1485214 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012492593