Enterprise microblog as a new marketing strategy for companies: Enterprise microblog commitment and brand loyalty

Proceedings - Pacific Asia Conference on Information Systems, PACIS 2013

Volumn , Issue , 2013, Pages

  Hong, Zhang ^a   Zhang, Kem Z K ^b   Lee, Matthew K O ^a   Feng, Feng ^b  

^a CITY UNIVERSITY OF HONG KONG   (Hong Kong)

^b UNIVERSITY OF SCIENCE AND TECHNOLOGY OF CHINA   (China)

Author keywords

Brand loyalty; Enterprise microblog commitment; Enterprise microblog trust; Enterprise microblogs; Sense of community

Indexed keywords

COMMERCE;

BRAND LOYALTY; ENTERPRISE MICRO-BLOG; MARKETING RESEARCH; MARKETING STRATEGY; MICROBLOGS; PRODUCT INFORMATION; SENSE OF COMMUNITY; VIRTUAL BRAND COMMUNITIES;

CONSUMER BEHAVIOR;

EID: 84928485384     PISSN: None     EISSN: None     Source Type: Conference Proceeding    
DOI: None     Document Type: Conference Paper

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