2013 | OriginalPaper | Buchkapitel
Who “Likes” Brands? Exploring the Characteristics of Brand Fans on Facebook
verfasst von : Philipp Rauschnabel, M.S.c, Gunnar Mau, PhD., Post-Doc-Reseracher, Prof. Björn Sven Ivens
Erschienen in: Advances in Advertising Research (Vol. IV)
Verlag: Springer Fachmedien Wiesbaden
Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.
Wählen Sie Textabschnitte aus um mit Künstlicher Intelligenz passenden Patente zu finden. powered by
Markieren Sie Textabschnitte, um KI-gestützt weitere passende Inhalte zu finden. powered by
Using online social networks (OSNs) is becoming more and more common in all population groups. Not surprisingly, many marketers intend to be present in these networks in the future (e.g., Busby et al., 2010). But, as several studies among practitioners reveal, more general knowledge is needed to plan marketing engagements in OSNs. In the academic marketing literature a need for more detailed research on OSNs has been identified as well (e.g., Burmann, 2010). Practitioners and scholars alike particularly seek better insights into determinants of brand related behaviors on OSNs.