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~isPartOf:"Journal of marketing"
~isPartOf:"Journal of organizational computing and electronic commerce"
~isPartOf:"Management science : journal of the Institute for Operations Research and the Management Sciences"
~subject:"Markenführung"
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Search: subject_exact:"Online community"
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Markenführung
Social Web
194
Social web
194
Internet marketing
67
Online-Marketing
67
Consumer behaviour
58
Konsumentenverhalten
58
social media
49
Social network
45
Soziales Netzwerk
45
Viral marketing
45
Virales Marketing
45
Online retailing
27
Online-Handel
27
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21
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21
Web 2.0 technologies
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Web 2.0-Technologien
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social networks
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Beziehungsmarketing
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17
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user-generated content
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Brooks, Gillian
2
Swaminathan, Vanitha
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1
Au, Cheuk Hang
1
Bhattacharyya, Siddhartha
1
Bleier, Alexander
1
Carson, Stephen J.
1
Cavanaugh, Lisa A.
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Chabuk, Timur
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1
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1
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1
Joshi, Yogesh V.
1
Kannan, P. K.
1
Kupfer, Ann-Kristin
1
Kwak, Hyokjin
1
Kübler, Raoul
1
Law, Kris M. Y.
1
Leeflang, Peter
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Ludwig, Stephan
1
Malhotra, Pankhuri
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Moore, William L.
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1
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1
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1
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1
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1
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Journal of marketing
Journal of organizational computing and electronic commerce
Management science : journal of the Institute for Operations Research and the Management Sciences
Journal of business research : JBR
103
The journal of product & brand management
56
The journal of brand management : an international journal
53
Journal of retailing and consumer services
52
International journal of internet marketing and advertising : IJIMA
48
Journal of research in interactive marketing : interactive marketing and computer-mediated communication
30
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
29
Journal of promotion management : innovations in planning and applied research
26
Journal of marketing communications
21
Journal of marketing management : MM
20
Business horizons
19
International journal of advertising : the review of marketing communications
18
Journal of internet commerce
17
Tourism management : research, policies, practice
17
Marketing intelligence & planning
16
Journal of marketing management : JMM ; journal of the Academy of Marketing
15
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
14
Cogent business & management
13
Journal of fashion marketing and management
13
Asia Pacific journal of marketing and logistics
12
Psychology & marketing
12
Springer eBook Collection
12
SpringerLink / Bücher
12
Technological forecasting & social change : an international journal
12
Industrial marketing management : the international journal for industrial and high-tech firms
11
International journal of electronic marketing and retailing : IJEMR
11
European Sport management quarterly : ESMQ
10
Journal of global marketing
10
Journal of promotion management : JPM
10
Springer Proceedings in Business and Economics
10
Information & management : the internat. journal of management processes and systems ; journal of IFIP Users Group
9
International journal of consumer studies
9
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS
9
Journal of service management
9
Journal of the Academy of Marketing Science
9
Marketing theory
9
Social Branding : Strategien - Praxisbeispiele - Perspektiven
9
European journal of marketing
8
European journal of marketing : EJM
8
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ECONIS (ZBW)
16
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16
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1
Finding goldilocks influencers : how follower count drives social media engagement
Wies, Simone
;
Bleier, Alexander
;
Edeling, Alexander
- In:
Journal of marketing
87
(
2023
)
3
,
pp. 383-405
Persistent link: https://www.econbiz.de/10014245099
Saved in:
2
The platformization of brands
Wichmann, Julian R. K.
;
Wiegand, Nico
;
Reinartz, Werner J.
- In:
Journal of marketing
86
(
2022
)
1
,
pp. 109-131
Persistent link: https://www.econbiz.de/10012794732
Saved in:
3
The upside of negative : social distance in online reviews of identity-relevant brands
Ordabayeva, Nailya
;
Cavanaugh, Lisa A.
;
Dahl, Darren W.
- In:
Journal of marketing
86
(
2022
)
6
,
pp. 70-92
Persistent link: https://www.econbiz.de/10013438826
Saved in:
4
Leveraging cofollowership patterns on social media to identify brand alliance opportunities
Malhotra, Pankhuri
;
Bhattacharyya, Siddhartha
- In:
Journal of marketing
86
(
2022
)
4
,
pp. 17-36
Persistent link: https://www.econbiz.de/10013258862
Saved in:
5
The bright and dark of consumers’ online brand defending behaviors : exploring their enablers, realization, and impacts
Au, Cheuk Hang
;
Ho, Kevin K. W.
;
Law, Kris M. Y.
- In:
Journal of organizational computing and electronic commerce
31
(
2021
)
3
,
pp. 171-191
Persistent link: https://www.econbiz.de/10012804369
Saved in:
6
Real-time brand reputation tracking using social media
Rust, Roland T.
;
Rand, William
;
Huang, Ming-Hui
; …
- In:
Journal of marketing
85
(
2021
)
4
,
pp. 21-43
Persistent link: https://www.econbiz.de/10012593263
Saved in:
7
Branding in a hyperconnected world : refocusing theories and rethinking boundaries
Swaminathan, Vanitha
;
Sorescu, Alina
;
Steenkamp, …
- In:
Journal of marketing
84
(
2020
)
2
,
pp. 24-46
Persistent link: https://www.econbiz.de/10012176536
Saved in:
8
Detecting, preventing, and mitigating online firestorms in brand communities
Herhausen, Dennis
;
Ludwig, Stephan
;
Grewal, Dhruv
; …
- In:
Journal of marketing
83
(
2019
)
3
,
pp. 1-21
Persistent link: https://www.econbiz.de/10012175971
Saved in:
9
Driving brand engagement through online social influencers : an empirical investigation of sponsored blogging campaigns
Hughes, Christian
;
Swaminathan, Vanitha
;
Brooks, Gillian
- In:
Journal of marketing
83
(
2019
)
5
,
pp. 78-96
Persistent link: https://www.econbiz.de/10012176137
Saved in:
10
The role of the partner brand’s social media power in brand alliances
Kupfer, Ann-Kristin
;
Pähler vor der Holte, Nora
; …
- In:
Journal of marketing
82
(
2018
)
3
,
pp. 25-44
Persistent link: https://www.econbiz.de/10011850406
Saved in:
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