Social media communication with intensified pandemic fears : evaluating the relative impact of user- and firm-generated content on brand loyalty
Lee Heng Wei, Ong Chuan Huat and Prakash V. Arumugam
| Year of publication: |
2023
|
|---|---|
| Authors: | Lee Heng Wei ; Ong, Chuan Huat ; Arumugam, Prakash V. |
| Subject: | Brand loyalty | Firm-generated content | Pandemic fears | Social media communication | User-generated content | Social Web | Social web | Markentreue | Beziehungsmarketing | Relationship marketing | Coronavirus | Markenführung | Brand management | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Kundenintegration | Customer integration | Markenartikel | Brand | Epidemie | Epidemic | Web 2.0-Technologien | Web 2.0 technologies |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/APJBA-07-2021-0319 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014313701