Mavens at work : brand commitment and the moderating role of market mavens on social media engagement
Deborah Goldring, Baiyun Gong, and John T. Gironda
| Year of publication: |
2022
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| Authors: | Goldring, Deborah ; Gong, Baiyun ; Gironda, John T. |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 28.2022, 3, p. 261-287
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| Subject: | brand commitment | employees | Engagement | internal branding | market maven | social exchange theory | social media | uses and gratifications theory | Social Web | Social web | Markenführung | Brand management | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Mitarbeiterbindung | Employee retention | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2021.1989536 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012821542