Tweet this, not that : a comparison between brand promotions in microblogging environments using celebrity and company-generated tweets
Natalie T. Wood and Janée N. Burkhalter
| Year of publication: |
2014
|
|---|---|
| Authors: | Wood, Natalie T. ; Burkhalter, Janée N. |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 20.2014, 1/2, p. 129-146
|
| Subject: | social media | Twitter | source credibility | brand familiarity | celebrity endorsers | Social Web | Social web | Glaubwürdigkeit | Credibility | Markenführung | Brand management | Celebrity-Werbung | Celebrity endorsement | Virales Marketing | Viral marketing | Markenartikel | Brand | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing |
| Extent: | Ill. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010244647