Battle of the Brand Fans: Impact of Brand Attack and Defense on Social Media
Ilhan Behice Ece, Kübler Raoul, Pauwels Koen
Research article (journal) | Peer reviewedDetails about the publication
Journal: Journal of Interactive Marketing
Volume: 43
Page range: 33-51
Status: Published
Release year: 2018
Language in which the publication is written: English
Link to the full text: http://www.sciencedirect.com/science/article/pii/S1094996818300069
Keywords: Social media; eWOM; Rival brands; Brand engagement; Attack; Defense; Across pages; Sentiment analysis; Time series analysis
Authors from the University of Münster
| Kübler, Raoul Volker | Junior professorship for marketing (jpm) |