The interconnected role of strength of brand and interpersonal relationships and user comment valence on brand video sharing behaviour
Jameson L. Hayes, Yan Shan and Karen Whitehill King
| Year of publication: |
January 2018
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|---|---|
| Authors: | Hayes, Jameson L. ; Shan, Yan ; King, Karen Whitehill |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 37.2018, 1, p. 142-164
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| Subject: | Electronic word of mouth | viral advertising | brand relationships | message valence | user-generated content | Virales Marketing | Viral marketing | Markenartikel | Brand | Social Web | Social web | Markenimage | Brand image | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2017.1360576 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011859243