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
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
ISSN (Print)1054-0806


Conference2017 Winter AMA Conference
Country/TerritoryUnited States

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