Who creates brand-related content, and why? : the interplay of consumer characteristics and motivations
Daniel G. Muntinga, Marjolein Moorman, Peeter W. J. Verlegh, and Edith G. Smit
| Year of publication: |
2017
|
|---|---|
| Authors: | Muntinga, Daniel G. ; Moorman, Marjolein ; Verlegh, Peeter W. J. ; Smit, Edith G. |
| Published in: |
Digital advertising : theory and research. - New York : Routledge, Taylor & Francis Group, ISBN 1-138-65445-0. - 2017, p. 259-284
|
| Subject: | Mobile Marketing | Mobile marketing | Kundenintegration | Customer integration | Kreativität | Creativity | Motivation | Social Web | Social web |
| 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/10011646120