Sarcastic or assertive : how should brands reply to consumers' uncivil comments on social media in the context of brand activism?
Juliana Moreira Batista, Lucia S.G. Barros, Fabricia V. Peixoto & Delane Botelho
| Year of publication: |
2022
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|---|---|
| Authors: | Batista, Juliana Moreira ; Barros, Lucia S. G. ; Peixoto, Fabricia V. ; Botelho, Delane |
| Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 57.2022, 1, p. 141-158
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| Subject: | sarcasm | assertiveness | brand activism | social media | attitude toward brands | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Online-Marketing | Internet marketing | Markenimage | Brand image | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/10949968221075817 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013397510