More of the same? : effects of volume and variety of social media brand engagement behavior
Tobias Schaefers, Tomas Falk, Ashish Kumar, Julia Schamari
| Year of publication: |
2021
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|---|---|
| Authors: | Schäfers, Tobias ; Falk, Tomas ; Kumar, Ashish ; Schamari, Julia |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 135.2021, p. 282-294
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| Subject: | Social media | Brand engagement | Diminishing marginal utility | Learning curve | Social Web | Social web | Markenführung | Brand management | Lernprozess | Learning process | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Online-Marketing | Internet marketing | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2021.06.033 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012647870