What is rogue marketing? : an exploration of how hard seltzer sparked a social media phenomenon
Cortney L. Norris, D. Christopher Taylor and Scott Taylor Jr.
| Year of publication: |
2022
|
|---|---|
| Authors: | Norris, Cortney L. ; Taylor, D. Christopher ; Taylor, Scott <Jr.> |
| Subject: | Brand placement | Influencer marketing | Not applicable | Rogue marketing | Social media influencers | Survey research | User-generated content | Viral marketing | Social Web | Social web | Virales Marketing | Influencer | Online-Marketing | Internet marketing | Product Placement | Product placement | Marketing | Marketingmanagement | Marketing management | Markenführung | Brand management | Marktforschung | Market research | Konsumentenverhalten | Consumer behaviour |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/IJWBR-02-2021-0008 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013361905