Speak to head and heart : the effects of linguistic features on B2B brand engagement on social media
Year of publication: |
2021
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Authors: | Deng, Qi ; Wang, Yun ; Rod, Michel ; Ji, Shaobo |
Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 99.2021, p. 1-15
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Subject: | B2B marketing | Brand engagement | Brand linguistics | Social media | Social Web | Social web | B-to-B-Marketing | Business-to-business marketing | Markenführung | Brand management | Online-Marketing | Internet marketing | Linguistik | Linguistics | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Lieferantenmanagement | Supplier relationship management |
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