Measuring the effect of a brand communication strategy through consumer-generated content : a case study of telecommunication services
Year of publication: |
2025
|
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Authors: | Baek, Jiwon ; Seo, HaeJin ; Song, Tae Ho |
Published in: |
Asia marketing journal. - [Seoul] : Korean Marketing Association, ISSN 2765-6500, ZDB-ID 3119030-3. - Vol. 27.2025, 1, Art.-No. 6, p. 61-71
|
Subject: | Communication | Advertising | Consumer-Generated Content (CGC) | Semantic network analysis | Centralityanalysis | Consumers' perceptions | Market competition | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Telekommunikation | Telecommunications | Social Web | Social web | Markenimage | Brand image | Werbung | Marketingmanagement | Marketing management |
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