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Research article

First published 2020-11

Motivations to Use Different Social Media Types and Their Impact on Consumers’ Online Brand-Related Activities (COBRAs)

Cristian Buzeta, Patrick De Pelsmacker, Nathalie Dens

Journal of Interactive Marketing

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Research article

First published 2025-8

Beyond Strong Bonds: A Typology of and Motivational Insights into Online Brand Defenders

Clemens Ammann, Andrea Giuffredi-Kähr, Bettina Nyffenegger [...]

Journal of Interactive Marketing

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Research article

First published 2015-5

Leaving the Home Turf: How Brands Can Use Webcare on Consumer-generated Platforms to Increase Positive Consumer Engagement

Julia Schamari, Tobias Schaefers

Journal of Interactive Marketing

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Research article

First published 2021-7

Visual Elicitation of Brand Perception

Daria Dzyabura, Renana Peres

Journal of Marketing

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Research article

First published 2012-11

Interactivity in Brand Web Sites: Cognitive,Affective,and Behavioral Responses Explained by Consumers’ Online Flow Experience

Guda van Noort, Hilde A.M. Voorveld, Eva A. van Reijmersdal

Journal of Interactive Marketing

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Research article

First published 2018-12

Attractiveness,expertise and closeness: The effect of source credibility of the first lady as political endorser on social media in China

Zongya Li, Yiyi Yin

Global Media and China

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Research article

First published 2020-7

Netnography as a marketing research tool in the fashion industry in Southeast Europe

Natyra Xharavina, Alexandros Kapoulas, George Miaoulis

International Journal of Market Research

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Research article

First published 2025-9

Investigating Fans’ Social Media Engagement With Their Favorite Football Team: The Role of Sport Involvement,Team Identification,and Subjective Perceptions of Performance

Yannis Lianopoulos, Eugenia Tzoumaka, Dimitris Stamnas [...]

Sport Marketing Quarterly

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Research article

First published 2013-11

The Persuasion Context and Results in Online Opinion Seeking: Effects of Message and Source—The Moderating Role of Network Managers

Rebeca San José Cabezudo, Carmen Camarero Izquierdo, Javier Rodríguez Pinto

Cyberpsychology,Behavior,and Social Networking

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