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Keywords: Brand page
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2017) 35 (7): 923–936.
Published: 01 September 2017
... and fan comments of three brand pages – Nike Run, Mizuno and Jack Daniel’s – were collected and analyzed in a netnographic manner. Seven influential fans of the Nike Run brand page, who were identified in the data, and one marketing manager of each brand were interviewed. Findings This paper shows how...
