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Keywords: Word of mouth
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2023) 27 (1): 117–136.
Published: 10 January 2023
... Celebrity endorsements Emotional and rational content Instagram Social media marketing Word of mouth 品牌帖子 名人代言 感性和理性内容 Instagram 社交媒体营销 口碑 Mensajes de marca Patrocinio de famosos Contenido emocional y racional Instagram Marketing en redes sociales WOM Currently, the growing...
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2023) 27 (2): 138–157.
Published: 24 November 2022
... between brand relationship quality and consumer community identification with brand love. Positive word of mouth is taken as an outcome variable. Design/methodology/approach To test the proposed relationships, data were collected from 580 social media-based brand community followers and analysed...
