Social media and brand purchase : quantifying the effects of exposures to earned and owned social media activities in a two-stage decision making model
Karen Xie and Young-Jin Lee
| Year of publication: |
2015
|
|---|---|
| Authors: | Xie, Karen ; Lee, Young-Jin |
| Published in: |
Journal of management information systems : JMIS. - Philadelphia, PA : Taylor & Francis Group, LLC, ISSN 0742-1222, ZDB-ID 883127-0. - Vol. 32.2015, 2, p. 204-238
|
| Subject: | brand community | brand purchase | Facebook Fan Page | multilevel modeling | social media | social media marketing | Social Web | Social web | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand |
| Extent: | Ill., graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011409421