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
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|---|---|
| Authors: | Wood, Natalie T. ; Burkhalter, Janée N. |
| Published in: |
Word of mouth and social media. - London : Routledge, ISBN 978-0-415-74380-8. - 2014, p. 128-145
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| Subject: | Virales Marketing | Viral marketing | Social Web | Social web | Markenführung | Brand management | Celebrity-Werbung | Celebrity endorsement | Glaubwürdigkeit | Credibility |
| 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/10010409798