The effect of social media commmunication on consumer perceptions of brands
Bruno Schivinski and Dariusz Dabrowski (Department of Marketing, Gdańsk University of Technology, Gdańsk, Poland)
| Year of publication: |
April 2016
|
|---|---|
| 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 | Online-Marketing | Internet marketing | Markenführung | Brand management | Virales Marketing | Viral marketing | Kundenintegration | Customer integration |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2013.871323 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011561356