What makes customers more engaged on social media? : an investigation of customers' responses to brand-generated content on Twitter
Omar Sharief and Tamer H. Elsharnouby
| Year of publication: |
2024
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| Authors: | Sharief, Omar ; Elsharnouby, Tamer H. |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 30.2024, 1, p. 49-76
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| Subject: | brand-generated content | celebrity endorsement | customer engagement | influencer marketing | social media marketing | user-generated content | Social Web | Social web | Online-Marketing | Internet marketing | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Kundenintegration | Customer integration | Celebrity-Werbung | Celebrity endorsement | Virales Marketing | Viral marketing | Werbewirkung | Advertising effects | Influencer |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2023.2251473 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014447584