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Analysing consumer-brand engagement through appreciative listening on social network platforms

Pina, Lídia Silveira; Loureiro, Sandra Maria Correia; … - In: Journal of promotion management : innovations in … 25 (2019) 3, pp. 304-313

Persistent link: https://www.econbiz.de/10012179025

Fostering online relationships with brands through websites and social media brand pages

Pinto, Luisa; Loureiro, Sandra Maria Correia; Rita, Paulo; … - In: Journal of promotion management : innovations in … 25 (2019) 3, pp. 379-393

Persistent link: https://www.econbiz.de/10012179032

Do social networking sites contribute for building brands? : evaluating the impact of users' participation on brand awareness and brand attitude

Langaro, Daniela; Rita, Paulo; Salgueiro, Maria de Fátima - In: Journal of marketing communications 24 (2018) 2, pp. 146-168

Persistent link: https://www.econbiz.de/10011852935

Leveraging a luxury fashion brand through social media

Romão, Maria Teresa; Moro, Sérgio; Rita, Paulo; … - In: European research on management and business economics 25 (2019) 1, pp. 15-22

This research aims to understand how the interactions across several social networks influence the visibility of a luxury brand's most relevant social network which acts as a showcase (Instagram). A data mining approach is proposed for modeling the number of likes on Instagram using 365 posts...

Persistent link: https://www.econbiz.de/10011956812

The influence of typical versus atypical ads on sharing intention

Rita, Paulo; Guerreiro, João Pedro Silva Martins; … - In: International journal of internet marketing and … 19 (2023) 3/4, pp. 231-262

Persistent link: https://www.econbiz.de/10014442593

Differences between TripAdvisor and Booking.com in branding co-creation

Tiago, Maria Teresa Borges; Arruda, Carolina; Tiago, … - In: Journal of business research : JBR 123 (2021), pp. 380-388

Persistent link: https://www.econbiz.de/10012435336

Users' brand page participation : a new construct to measure participation on social networking sites

Langaro, Daniela; Salgueiro, Maria de Fátima; Rita, Paulo - In: International journal of internet marketing and … 14 (2020) 2, pp. 135-151

Persistent link: https://www.econbiz.de/10012252807

Fostering consumer-brand relationships through social media brand communities

Santos, Zélia Raposo; Coelho, Pedro Simões; Rita, Paulo - In: Journal of marketing communications 28 (2022) 7, pp. 768-798

Persistent link: https://www.econbiz.de/10013493043