Browsing Management & Marketing by Subject "Behavior intentions"
Now showing items 1-1 of 1
-
New Social Media Cinderella's: On the Double Effect of Underdog Status and Homophily on SMI Perceptions and Buying Intentions: An Abstract
( Springer Nature , 2023 , Book chapter)With the rise of digitalization processes within firms, brands' significant presence on social media has become crucial for creating added value to consumers. Therefore, creating a distinct brand image and deciding which ...