Online controversial events : leveraging consumer engagement with users' positive buzz
Xiaoling Li and Tingting Fan, Hongyu Yu and Pianpian Yang
| Year of publication: |
2025
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|---|---|
| Authors: | Li, Xiaoling ; Fan, Tingting ; Yu, Hongyu ; Yang, Pianpian |
| Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7130, ZDB-ID 2556111-X. - Vol. 19.2025, 6, p. 984-1000
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| Subject: | Online controversial events (OCEs) | Positive buzz | Consumer engagement | Online brand communities (OBCs) | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Online-Marketing | Internet marketing | Virales Marketing | Viral marketing | Markenführung | Brand management | Online-Handel | Online retailing | Beziehungsmarketing | Relationship marketing | Event-Marketing | Event marketing | Kundenintegration | Customer integration | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JRIM-05-2024-0249 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015515435