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Schouten, John W.; McAlexander, James H.; Koenig, Harold F. - In: Journal of the Academy of Marketing Science 35 (2007) 3, pp. 357-368

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Usage, barriers and measurement of social media marketing : an exploratory investigation of small and medium B2B brands

Michaelidou, Nina; Siamagka, Nikoletta Theofania; … - In: Industrial marketing management : the international … 40 (2011) 7, pp. 1153-1159

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Brand innovation and social media : knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability

Bang, Nguyen; Yu, Xiaoyu; Melewar, T. C.; Chen, Junsong - In: Industrial marketing management : the international … 51 (2015), pp. 11-25

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The impact of comparative affective states on online brand perceptions : a five-country study

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Antecedents and consequences of the quality of e-customer-to-customer interactions in B2B communities

Bruhn, Manfred; Schnebelen, Stefanie; Schäfer, Daniela B. - In: Industrial marketing management : the international … 43 (2014) 1, pp. 164-176

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Firm-hosted online brand communities and new product success

Gruner, Richard L.; Homburg, Christian; Lukas, Bryan A. - In: Journal of the Academy of Marketing Science 42 (2014) 1, pp. 29-48

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The impact of sellers' social influence on the co-creation of innovation with customers and brand awareness in online communities

Wang, Yichuan; Hsiao, Shih-Hui; Yang, Zhiguo; Hajli, Nick - In: Industrial marketing management : the international … 54 (2016), pp. 56-70

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Digital Marketing Strategies for Value Co-creation : Models and Approaches for Online Brand Communities

Ozuem, Wilson; Willis, Michelle - 2022

Chapter 1: Introducing Online Brand Communities -- Chapter 2: Participation and customer involvement -- Chapter 3: Online brand communities and loyalty intentions -- Chapter 4: Consumer engagement -- Chapter 5: Social identity and online brand communities -- Chapter 6: Brand and customer loyalty...

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Brand, Label, and Product Intelligence : Second International Conference, COBLI 2021

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This book contains the latest and most up-to-date research results from the fields of brands, labels and product, presented at the international colloquium COBLI 2021, held in Orleans, France. It covers a wide range of topics from the fields of economics, psychology, information technology and...

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How does consumer engagement evolve when brands post across multiple social media?

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