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Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing

✍ Scribed by Lisette de Vries; Sonja Gensler; Peter S.H. Leeflang


Book ID
113663228
Publisher
John Wiley and Sons
Year
2012
Tongue
English
Weight
273 KB
Volume
26
Category
Article
ISSN
1094-9968

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Previous research has established the benefits of branding for business-to-business (B2B) organizations. Various tools can be used to support B2B brands, including the internet and other interactive technologies. Yet research on how organizations use Social Networking Sites (SNS) to achieve brand ob