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Does "liking" lead to loving? : the impact of joining a brand’s social network on marketing outcomes

John, Leslie K.; Emrich, Oliver; Gupta, Sunil; Norton, … - In: Journal of marketing research : JMR 54 (2017) 1, pp. 144-155

Persistent link: https://www.econbiz.de/10011653503

The lasting effects of social meia trends on advertising

Wright, Elizabeth; Khanfar, Nile M.; Harrington, Catherine - In: Journal of business & economics research 14 (2016) 3, pp. 75-82

Persistent link: https://www.econbiz.de/10011557313

Factors affecting advertising value on social networking sites : an empirical evidence

Kumar, Arun; Pandey, Mrinalini - In: International journal of economic research 13 (2016) 1, pp. 85-100

Persistent link: https://www.econbiz.de/10011560544

Factors affecting spectators' attitudes and intentions : focusing on the roles of the Facebook fan page

Park, Se-Hyuk; Jun, Soo Hyun - In: Journal of international trade & commerce 13 (2017) 3, pp. 51-63

Persistent link: https://www.econbiz.de/10011798784

Marketing through Instagram influencers : the impact of number of followers and product divergence on brand attitude

Veirman, Marijke de; Cauberghe, Veroline; Hudders, Liselot - In: International journal of advertising : the quarterly … 36 (2017) 5, pp. 798-828

Persistent link: https://www.econbiz.de/10011799729

Structural equation modelling of customer attitudes towards social network advertising : a case of Iranian social networking site

Mirmehdi, Seyyed Mehdi; Sanayei, Ali; Dolatabadi, … - In: International journal of business excellence 12 (2017) 4, pp. 469-488

Persistent link: https://www.econbiz.de/10011801630

The effect of social-media communication on consumer perceptions of brands

Schivinski, Bruno; Dąbrowski, Dariusz - 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...

Persistent link: https://www.econbiz.de/10011802059

Brand crisis communication through social media : a dialogue between brand competitors on Sina Weibo

Wang, Yan - In: Corporate communications : an international journal 21 (2016) 1, pp. 56-72

Persistent link: https://www.econbiz.de/10011460412

Effective marketing communication via social networking site : the moderating role of the social tie

Shen, George Chung-Chi; Chiou, Jyh-Shen; Hsiao, Chih-Hui; … - In: Journal of business research : JBR 69 (2016) 6, pp. 2265-2270

Persistent link: https://www.econbiz.de/10011472234

WOM marketing in social media

López, Manuela; Sicilia, María; Hidalgo-Alcázar, Carmen - In: Advertising in new formats and media : current research …, (pp. 149-168). 2016

Persistent link: https://www.econbiz.de/10011473406

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