Peer effects on brand activism : evidence from brand and user chatter on Twitter

Mithila Guha, Daniel Korschun

Year of publication:	2024
Authors:	Guha, Mithila ; Korschun, Daniel
Subject:	Brand activism \| Firm-generated content \| Peer influence \| Social media \| Sociopolitical activism \| User-generated content \| Social Web \| Social web \| Markenführung \| Brand management \| Kundenintegration \| Customer integration \| Markenartikel \| Brand \| Soziale Gruppe \| Social group \| Online-Marketing \| Internet marketing \| Konsumentenverhalten \| Consumer behaviour \| Markenimage \| Brand image \| Virales Marketing \| Viral marketing \| Web 2.0-Technologien \| Web 2.0 technologies

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Type of publication:	Article
Type of publication (narrower categories):	Aufsatz in Zeitschrift ; Article in journal
Language:	English
Other identifiers:	10.1057/s41262-023-00318-9 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

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