Sharing is entertaining : the impact of consumer values on video sharing and brand equity
Gustavo Quiroga Souki, Flavia Braga Chinelato and Cid Gonçalves Filho
| Year of publication: |
2022
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|---|---|
| Authors: | Souki, Gustavo Quiroga ; Chinelato, Flavia Braga ; Gonçalves Filho, Cid |
| Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7130, ZDB-ID 2556111-X. - Vol. 16.2022, 1, p. 118-136
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| Subject: | Brand equity | Branding | Social network sites | Video marketing | Viral marketing | Markenimage | Brand image | Virales Marketing | Social Web | Social web | Markenführung | Brand management | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JRIM-03-2020-0057 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012880169