The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook

Journal of Product and Brand Management

Volumn 22, Issue 5, 2013, Pages 342-351

  Hutter, Katja ^a   Hautz, Julia ^a   Dennhardt, Severin ^b   Füller, Johann ^a  

^a INNSBRUCK UNIVERSITY SCHOOL OF MANAGEMENT   (Austria)

^b MCKINSEY AND COMPANY   (United States)

Author keywords

Branding; Social media; User generated content

Indexed keywords

EID: 84889038712     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/JPBM-05-2013-0299     Document Type: Article

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