Leveraging marketer-generated appeals in online brand communities : an individual user-level analysis
Welf H. Weiger, Hauke A. Wetzel and Maik Hammerschmidt
| Year of publication: |
2017
|
|---|---|
| Authors: | Weiger, Welf H. ; Wetzel, Hauke ; Hammerschmidt, Maik |
| Published in: |
Journal of service management. - Bingley : Emerald, ISSN 1757-5818, ZDB-ID 2491767-9. - Vol. 28.2017, 1, p. 133-156
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| Subject: | Consumer-based brand equity | User engagement | Social media marketing | Online brand communities | Communal service delivery | Marketer-generated appeals | Online-Marketing | Internet marketing | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Kundenintegration | Customer integration |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JOSM-11-2015-0378 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011655001