Segmenting social media users based on ongoing brand activities to track consumer behavior change
Youngtae Choi, Michael W. Kroff, Gabriel Ignacio Penagos-Londoño, Felipe Ruiz-Moreno
| Year of publication: |
2024
|
|---|---|
| Authors: | Choi, Youngtae ; Kroff, Michael W. ; Penagos-Londoño, Gabriel Ignacio ; Ruiz-Moreno, Felipe |
| Published in: |
AI impacts in digital consumer behavior. - Hershey, PA : IGI Global, ISBN 979-8-3693-1918-5. - 2024, p. 192-216
|
| Subject: | Konsumentenverhalten | Consumer behaviour | Markentreue | Brand loyalty | Virales Marketing | Viral marketing | Kaufentscheidung | Purchase decision | Zielgruppe | Target group | Social Web | Social web |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Other identifiers: | 10.4018/979-8-3693-1918-5.ch008 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014636273