Measuring the effect of a brand communication strategy through consumer-generated content : a case study of telecommunication services
Jiwon Baek, HaeJin Seo, Tae Ho Song
| 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
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| 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 |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.53728/2765-6500.1645 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015399236