Brand “likes” may be overrated

• Localización: Harvard business review, ISSN 0017-8012, Vol. 94, Nº 10, 2016, 26 págs.
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • The article reports on the study "Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes" by Leslie K. John, Oliver Emrich, Sunil Gupta, and Michael I. Norton" in the periodical "Journal of Marketing Research," which studied the influence of social media liking of a brand on consumer behavior using the online social network Facebook.