The rules of engagement : how to motivate consumers to engage with branded mobile apps
Lara Stocchi, Nina Michaelidou, Naser Pourazad and Milena Micevski
| Year of publication: |
Oktober 2018
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| Authors: | Stocchi, Lara ; Michaelidou, Nina ; Pourazad, Naser ; Micevski, Milena |
| Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 34.2018, 13/14, p. 1196-1226
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| Subject: | Mobile applications | consumer engagement | consumer involvement | motivation | willingness to pay | word-of-mouth | Konsumentenverhalten | Consumer behaviour | Zahlungsbereitschaftsanalyse | Willingness to pay | Virales Marketing | Viral marketing | Mobile Anwendung | Mobile application | Motivation | Online-Marketing | Internet marketing | Kundenintegration | Customer integration | Social Web | Social web | Werbewirkung | Advertising effects | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0267257X.2018.1544167 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011981583