Seriously engaged consumers : navigating between work and play in online brand communities
Stefânia Ordovás de Almeida & Daiane Scaraboto & João Pedro dos Santos Fleck & Marlon Dalmoro
| Year of publication: |
November 2018
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|---|---|
| Authors: | Almeida, Stefânia Ordovás de ; Scaraboto, Daiane ; Fleck, João Pedro dos Santos ; Dalmoro, Marlon |
| 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. 44.2018, p. 29-42
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| Subject: | Online community | Brand community | Serious engagement | Longitudinal study | Netnography | Social Web | Social web | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Kundenintegration | Customer integration | Markentreue | Brand loyalty |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.intmar.2018.05.006 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011949493