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: |
2020
|
|---|---|
| Authors: | Hayes, Jameson L. ; Shan, Yan ; King, Karen Whitehill |
| Published in: |
Electronic word of mouth as a promotional technique : new insights from social media. - London : Routledge, ISBN 978-0-367-58476-4. - 2020, p. 142-164
|
| Subject: | Virales Marketing | Viral marketing | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012263258