Unlocking social media success : how prosumers drive brand engagement through authentic conversations with consumers
Suresh Malodia, Raffaele Filieri, Tobias Otterbring and Amandeep Dhir
| Year of publication: |
2024
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|---|---|
| Authors: | Malodia, Suresh ; Filieri, Raffaele ; Otterbring, Tobias ; Dhir, Amandeep |
| Published in: |
British journal of management. - Oxford : Wiley-Blackwell, ISSN 1467-8551, ZDB-ID 2025938-4. - Vol. 35.2024, 4, p. 2197-2212
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| Subject: | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Online-Marketing | Internet marketing | Erfolgsfaktor | Success factor | Beziehungsmarketing | Relationship marketing | Kundenintegration | Customer integration | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1111/1467-8551.12823 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015152797