There is light at the end of the engagement funnel : a discourse analytic account of brand co-destruction in social media brand communities
George Rossolatos
| Year of publication: |
2023
|
|---|---|
| Authors: | Rossolatos, George |
| Published in: |
Advances in brand semiotics & discourse analysis. - Wilmington, Delaware : Vernon Press, ISBN 978-1-64889-591-3. - 2023, p. 117-145
|
| Subject: | consumer/brand engagement | computer-mediated discourse analysis | contextualization | laddering | ATLAS.ti | Social Web | Social web | Markenführung | Brand management | Diskurstheorie | Discourse theory | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Beziehungsmarketing | Relationship marketing |
| 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/10015066354