Using online social networks to globalize and popularize product brands in different cultural areas : a relational network model
Christina Ling-hsing Chang, Sheng Wu
| Year of publication: |
2021
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|---|---|
| Authors: | Chang, Christina Ling-Hsing ; Wu, Sheng |
| Published in: |
Journal of global information management. - Hershey, Pa. : IGI Global, ISSN 1533-7995, ZDB-ID 2070054-4. - Vol. 29.2021, 6, Art.-No. 38, p. 1-30
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| Subject: | Online Social Network | Social Capital Theory | Guanxi Theory | Online Social Network Advertising Contact and Attention | Soziales Netzwerk | Social network | Social Web | Social web | Sozialkapital | Social capital | Soziale Beziehungen | Social relations | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.4018/JGIM.20211101.oa38 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012614573