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Open Brands : Effekte nutzergenerierter Markenbotschaften auf die Markenwahrnehmung

Göbel, Fabian - 2013

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Effects of Twitter, communication styles on consumers' brand personality perceptions, attitudes and purchase intentions

Zhang, Xiaochen Angela - In: International journal of internet marketing and … 11 (2017) 2, pp. 158-182

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What does the brand say? : effects of brand feedback to negative eWOM on brand trust and purchase intentions

Bhandari, Manu; Rodgers, Shelly - In: International journal of advertising : the quarterly … 37 (2018) 1, pp. 125-141

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Rand communications and customer equity : the mediating role of brand knowledge and word of mouth ads

Bahreinizad, Manizheh; Esmaeilpour, Majid; Moradi, Kianoosh - In: Romanian economic and business review 15 (2020) 4, pp. 90-103

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When pushing back is good : the effectiveness of brand responses to social media complaints

Johnen, Marius; Schnittka, Oliver - In: Journal of the Academy of Marketing Science 47 (2019) 5, pp. 858-878

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How persuasive is woke brand communication on social media? : evidence from a consumer engagement analysis on Facebook

Mangiò, Federico; Pedeliento, Giuseppe; Andreini, Daniela - In: The journal of brand management : an international journal 31 (2024) 4, pp. 345-381

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What makes modern Britain laugh? : how semiotics helped the BBC bridge the Humor Gap

Arning, Chris - In: International journal of market research 63 (2021) 3, pp. 275-299

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Memes everywhere : the effect of social media memes on consumers' attitude towards brands and their purchase intention

Pilavcioglu, Burak; Hodeck, Alexander; Nagel, Niels; … - In: Zukunft des Marketings, (pp. 37-55). 2023

Mit der ungebrochenen Relevanz sozialer Medien und der ständigen Weiterentwicklung der Online-Kommunikation gewinnen …With the literally ever-lasting relevance of social media and the constant development of online communication, memes …

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How do observers react to companies' humorous responses to online public complaints?

Béal, Mathieu; Grégoire, Yany - In: Journal of service research 25 (2022) 2, pp. 242-259

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Posting from beyond the grave : an autopsy of consumer attitudes toward promotional communication in a posthumous context

Boeuf, Benjamin; Darveau, Jessica - In: International journal of research in marketing : IJRM ; … 34 (2017) 4, pp. 892-900

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