"The tweeting sponsor" : effect of a sponsor's SNS message articulation/interactivity on consumers' online response
Kapil Kaushik, Abhishek Mishra and Shubhamoy Dey
| Year of publication: |
2022
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|---|---|
| Authors: | Kaushik, Kapil ; Mishra, Abhishek ; Dey, Shubhamoy |
| Published in: |
European Sport management quarterly : ESMQ. - London : Taylor & Francis, ISSN 1746-031X, ZDB-ID 2199044-X. - Vol. 22.2022, 2, p. 227-250
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| Subject: | articulation | e-WOM | interactivity | sentiment | Sponsorship | Sponsoring | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Social Web | Social web | Virales Marketing | Viral marketing | Online-Handel | Online retailing | Emotion | Sportmarketing | Sports marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/16184742.2020.1776748 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013177975