A model for investigating the impact of owned social media content on commercial performance and its application in large and mid-sized online communities
Marcelo Vinhal Nepomuceno, Luca M. Visconti and Tolga Cenesizoglu
| Year of publication: |
2020
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|---|---|
| Authors: | Nepomuceno, Marcelo Vinhal ; Visconti, Luca M. ; Cenesizoglu, Tolga |
| Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 36.2020, 17/18, p. 1762-1804
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| Subject: | commercial performance | content analysis | online community size | Owned social media content | sales | Social Web | Social web | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0267257X.2020.1825112 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012424270