Non-sponsored brand-related user-generated content : effects and mechanisms of consumer engagement
Nebojsa S. Davcik, Daniela Langaro, Colin Jevons and Rita Nascimento
| Year of publication: |
2022
|
|---|---|
| Authors: | Davčik, Nebojša ; Langaro, Daniela ; Jevons, Colin ; Nascimento, Rita |
| Subject: | Non-sponsored branding | Perceived value | Social media | User engagement | User-generated content | Social Web | Social web | Kundenintegration | Customer integration | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Online-Marketing | Internet marketing | Markenführung | Brand management | Virales Marketing | Viral marketing | Markenartikel | Brand | Web 2.0-Technologien | Web 2.0 technologies |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-06-2020-2971 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012798142