"Older consumer? Yes! Different motivations, but an effective online brand advocate! A content marketing typology framework"
Jitpisut Bubphapant and Amélia Brandão
| Year of publication: |
2024
|
|---|---|
| Authors: | Bubphapant, Jitpisut ; Brandão, Amélia Maria Pinto da Cunha |
| Subject: | Consumer engagement | Content typology | Motivation states | Older consumer | Online brand advocacy | Online community | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Ältere Menschen | Elderly people | Online-Marketing | Internet marketing | Markenführung | Brand management | Markenartikel | Brand | Online-Handel | Online retailing | Motivation | Marketingmanagement | Marketing management | Werbewirkung | Advertising effects | Markenimage | Brand image |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/QMR-02-2023-0026 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015324635