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Managing brands in the social media environment
Gensler, Sonja; Völckner, Franziska; Liu-Thompkins, Yuping - In: Journal of interactive marketing : a quarterly … 27 (2013) 4, pp. 242-256
Persistent link: https://www.econbiz.de/10010242286
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Rising to Stardom : an empirical investigation of the diffusion of user-generated content
Liu-thompkins, Yuping; Rogerson, Michelle - In: Journal of interactive marketing : a quarterly … 26 (2012) 2, pp. 71-82
Persistent link: https://www.econbiz.de/10009558969
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Play our game and tell your friends : Pringle's brand campaign on a mobile social networking site
Okazaki, Shintaro; Yagüe Guillén, María Jésus - In: Cutting edge international research, (pp. 187-197). 2010
Persistent link: https://www.econbiz.de/10003985180
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Gossip in social networking sites : why people chitchat about ad campaigns
Okazaki, Shintaro; Rubio Benito, Natalia; Campo, Sara - In: International journal of market research : JMRS ; the … 56 (2014) 3, pp. 317-340
Persistent link: https://www.econbiz.de/10010384690
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Social media and international advertising : theoretical challenges and future directions
Okazaki, Shintaro; Taylor, Charles Robert - In: International marketing review 30 (2013) 1, pp. 56-71
Persistent link: https://www.econbiz.de/10009730546
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Sneaking the dark side of brand engagement into Instagram : the dual theory of passion
Okazaki, Shintaro; Schuberth, Florian; Tagashira, Takumi; … - In: Journal of business research : JBR 130 (2021), pp. 493-505
Persistent link: https://www.econbiz.de/10012544865
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Exploring digital corporate social responsibility communications on Twitter
Okazaki, Shintaro; Plangger, Kirk; West, Douglas C.; … - In: Journal of business research : JBR 117 (2020), pp. 675-682
Persistent link: https://www.econbiz.de/10012288091