Schivinski, Bruno; D¹browski, Dariusz Dabrowski - Wydział Zarządzania i Ekonomii, Politechnika Gdańska - 2013
Researchers and brand managers have limited understanding of the effects of firm-created and user-generated social media communication on brand equity, brand attitude, and purchase intention. Thus, we investigated 504 Facebook users using a standardized online survey across Poland. To test the...