The effect of social media commmunication on consumer perceptions of brands
Year of publication: |
April 2016
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Authors: | Schivinski, Bruno ; Dąbrowski, Dariusz |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 22.2016, 2, p. 189-214
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Subject: | social media | brand equity | brand attitude | purchase intention | Facebook | user-generated content | Social Web | Social web | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Online-Marketing | Internet marketing |
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