Does Successful Social Media Marketing Affect Brand Value?: An Empirical Investigation
نویسندگان
چکیده
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منابع مشابه
Formation and effect of Social Interactions in Online Brand Community: an Empirical Investigation
Online brand communities, enabled by social media technology, are being utilized by companies to improve marketing and sales. However, little is known about how to encourage customer interactions in an online brand community and whether the interactions can affect purchase behavior. To address these research questions, we explore factors that influence the formation of social interactions in an...
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ورودعنوان ژورنال:
- JECO
دوره 13 شماره
صفحات -
تاریخ انتشار 2015