Leaving the home turf: How brands can use webcare on consumer-generated platforms to increase positive consumer engagement

Journal of Interactive Marketing

Volumn 30, Issue , 2015, Pages 20-33

  Schamari, Julia ^a,b   Schaefers, Tobias ^c  

^a EBS BUSINESS SCHOOL   (Germany)

^b Makerelations GmbH   (Germany)

^c TU DORTMUND UNIVERSITY   (Germany)

Author keywords

Consumer engagement; Moderated mediation; Reinforcement theory; Social learning theory; Social media; Webcare

Indexed keywords

EID: 84930981290     PISSN: 10949968     EISSN: 15206653     Source Type: Journal    
DOI: 10.1016/j.intmar.2014.12.001     Document Type: Article

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