Social media engagement and real-time marketing : using net-effects and set-theoretic approaches to understand audience and content-related effects
Susana Santos, Helena Martins Gonçalves, Merícia Teles
| Year of publication: |
2023
|
|---|---|
| Authors: | Santos, Susana ; Gonc̦alves, Helena Martins ; Teles, Merícia |
| Subject: | brand-moment congruence | FsQCA | involvement | real-time marketing | self-brand congruence | social media engagement | structural equation modeling | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Kundenintegration | Customer integration | Marketingmanagement | Marketing management |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/mar.21756 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014290757