Marketing a health brand on Facebook : effects of reaction icons and user comments on brand attitude, trust, purchase intention, and eWOM intention
Yen-I. Lee, Joe Phua, and Tai-Yee Wu
| Year of publication: |
2020
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|---|---|
| Authors: | Lee, Yen-I. ; Phua, Joe ; Wu, Tai-Yee |
| Published in: |
Health marketing quarterly. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1545-0864, ZDB-ID 2068500-2. - Vol. 37.2020, 2, p. 138-154
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| Subject: | eWOM intention | Facebook reaction icons | health brand product post | social media | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing | Online-Marketing | Internet marketing | Markenimage | Brand image | Markenführung | Brand management | Marketingmanagement | Marketing management | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/07359683.2020.1754049 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012259409