Measuring and managing consumer sentiment in an online community environment
Christian Homburg, Laura Ehm, and Martin Artz
| Year of publication: |
2015
|
|---|---|
| Authors: | Homburg, Christian ; Ehm, Laura ; Artz, Martin |
| Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 52.2015, 5, p. 629-641
|
| Subject: | active firm engagement | consumer sentiment | marketing performance measurement | sentiment analysis | social media | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Verbrauchervertrauensindex | Consumer confidence index | Emotion | Performance-Messung | Performance measurement | Online-Marketing | Internet marketing |
| Extent: | 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/10011349871