The effect of interactivity of brands' marketing activities on Facebook fan pages on continuous participation intentions : an S-O-R framework study
Ying-Feng Kuo, Fei-Lung Chen
| Year of publication: |
2023
|
|---|---|
| Authors: | Kuo, Ying-Feng ; Chen, Fei-Lung |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 74.2023, p. 1-11
|
| Subject: | Social media marketing actinity | Interactivity | Perceived experience | Brand attachment | Continuous participation intentions | S-O-R framework | Facebook fan pages | Online-Marketing | Internet marketing | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2023.103446 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014364531