Measuring the success of social media activities: brand page attachment as a pre-behavioral construct

Rico Piehler*, Michael Schade, Barbara Kleine-Kalmer, Christoph Burmann

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference abstractpeer-review

Original languageEnglish
Title of host publicationBetter marketing for a better world
Subtitle of host publicationProceedings of the 2017 Winter AMA Conference
EditorsRajesh Chandy, Jeff Inman, Christine Moorman
Place of PublicationChicago
PublisherAmerican Marketing Association
PagesD-32-D-33
Number of pages2
ISBN (Print)0877573611
Publication statusPublished - 2017
Externally publishedYes
Event2017 Winter AMA Conference - Orlando, United States
Duration: 17 Feb 201719 Feb 2017

Publication series

NameAMA Educators Proceedings
PublisherAmerican Marketing Association
Volume28
ISSN (Print)1054-0806

Conference

Conference2017 Winter AMA Conference
Country/TerritoryUnited States
CityOrlando
Period17/02/1719/02/17

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