Social brand value and the value enhancing role of social media relationships for brands

Proceedings of the Annual Hawaii International Conference on System Sciences

Volumn , Issue , 2012, Pages 3218-3227

  Fueller, Johann ^a   Schroll, Roland ^b   Dennhardt, Severin ^b   Hutter, Katja ^b  

^a Hyve AG   (Germany)

^b UNIVERSITY OF INNSBRUCK   (Austria)

Author keywords

[No Author keywords available]

Indexed keywords

COMMERCE; MARKETING;

PERCEIVED VALUE; QUALITATIVE STUDY; QUANTITATIVE STUDY; SOCIAL CAPITALS; SOCIAL IDENTITY; SOCIAL INTERACTIONS; USER-GENERATED CONTENT; WILLINGNESS TO PAY;

SOCIAL NETWORKING (ONLINE);

EID: 84857973866     PISSN: 15301605     EISSN: None     Source Type: Conference Proceeding    
DOI: 10.1109/HICSS.2012.533     Document Type: Conference Paper

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