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How to motivate opinion leaders to spread e-WoM on social media : monetary vs non-monetary incentives
López, Manuela; Sicilia, Maria; Verlegh, Peeter - In: Journal of research in interactive marketing : … 16 (2022) 1, pp. 154-171
Persistent link: https://www.econbiz.de/10012880175
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Why nonprofits are easier to endorse on social media : the roles of warmth and brand symbolism
Bernritter, Stefan F.; Verlegh, Peeter W. J.; Smit, Edith G. - In: Journal of interactive marketing : a quarterly … 33 (2016), pp. 27-42
Persistent link: https://www.econbiz.de/10011482792
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A consumer-based taxonomy of digital customer engagement practices
Eigenraam, Anniek W.; Eelen, Jiska; Lin, Arjen van; … - In: Journal of interactive marketing : a quarterly … 44 (2018), pp. 102-121
Persistent link: https://www.econbiz.de/10011949559
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The differential impact of brand loyalty on traditional and online word of mouth : the moderating roles of self-brand connection and the desire to help the brand
Eelen, Jiska; Özturan, Peren; Verlegh, Peeter - In: International journal of research in marketing : IJRM ; … 34 (2017) 4, pp. 872-891
Persistent link: https://www.econbiz.de/10011792408
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Let me entertain you? : the importance of authenticity in online customer engagement
Eigenraam, Anniek W.; Eelen, Jiska; Verlegh, Peeter - In: Journal of interactive marketing : a quarterly … 54 (2021), pp. 53-68
Persistent link: https://www.econbiz.de/10012592155