Something social, something entertaining? : how digital content marketing augments consumer experience and brand loyalty
Chen Lou and Quan Xie
| Year of publication: |
2021
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|---|---|
| Authors: | Lou, Chen ; Xie, Quan |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 40.2021, 3, p. 376-402
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| Subject: | brand loyalty | Branded content marketing | consumption values | experiential perspective | YouTube | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Markentreue | Brand loyalty | Online-Marketing | Internet marketing | Social Web | Social web | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2020.1788311 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012586666