Managing brands in the social media environment

Journal of Interactive Marketing

Volumn 27, Issue 4, 2013, Pages 242-256

  Gensler, Sonja ^a   Völckner, Franziska ^b   Liu Thompkins, Yuping ^c   Wiertz, Caroline ^d  

^a UNIVERSITY OF MÜNSTER   (Germany)

^b UNIVERSITY OF COLOGNE   (Germany)

^c OLD DOMINION UNIVERSITY   (United States)

^d CITY UNIVERSITY   (United Kingdom)

Author keywords

Brand management; Brand stories; Social media

Indexed keywords

EID: 84888065320     PISSN: 10949968     EISSN: 15206653     Source Type: Journal    
DOI: 10.1016/j.intmar.2013.09.004     Document Type: Article

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