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

Rico Piehler; Michael Schade; Barbara Kleine-Kalmer; Christoph Burmann

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 proceeding › Conference abstract › peer-review

Original language	English
Title of host publication	Better marketing for a better world
Subtitle of host publication	Proceedings of the 2017 Winter AMA Conference
Editors	Rajesh Chandy, Jeff Inman, Christine Moorman
Place of Publication	Chicago
Publisher	American Marketing Association
Pages	D-32-D-33
Number of pages	2
ISBN (Print)	0877573611
Publication status	Published - 2017
Externally published	Yes
Event	2017 Winter AMA Conference - Orlando, United States Duration: 17 Feb 2017 → 19 Feb 2017

Publication series

Name	AMA Educators Proceedings
Publisher	American Marketing Association
Volume	28
ISSN (Print)	1054-0806

Conference

Conference	2017 Winter AMA Conference
Country/Territory	United States
City	Orlando
Period	17/02/17 → 19/02/17

Cite this

Piehler, R., Schade, M., Kleine-Kalmer, B., & Burmann, C. (2017). Measuring the success of social media activities: brand page attachment as a pre-behavioral construct. In R. Chandy, J. Inman, & C. Moorman (Eds.), Better marketing for a better world: Proceedings of the 2017 Winter AMA Conference (pp. D-32-D-33). (AMA Educators Proceedings; Vol. 28). American Marketing Association.

Piehler, Rico ; Schade, Michael ; Kleine-Kalmer, Barbara et al. / Measuring the success of social media activities : brand page attachment as a pre-behavioral construct. Better marketing for a better world: Proceedings of the 2017 Winter AMA Conference. editor / Rajesh Chandy ; Jeff Inman ; Christine Moorman. Chicago : American Marketing Association, 2017. pp. D-32-D-33 (AMA Educators Proceedings).

@inbook{b8c8e9fe43494dabb12b647563c88c43,

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

author = "Rico Piehler and Michael Schade and Barbara Kleine-Kalmer and Christoph Burmann",

year = "2017",

language = "English",

isbn = "0877573611",

series = "AMA Educators Proceedings",

publisher = "American Marketing Association",

pages = "D--32--D--33",

editor = "Rajesh Chandy and Jeff Inman and Christine Moorman",

booktitle = "Better marketing for a better world",

address = "United States",

note = "2017 Winter AMA Conference ; Conference date: 17-02-2017 Through 19-02-2017",

}

Piehler, R, Schade, M, Kleine-Kalmer, B & Burmann, C 2017, Measuring the success of social media activities: brand page attachment as a pre-behavioral construct. in R Chandy, J Inman & C Moorman (eds), Better marketing for a better world: Proceedings of the 2017 Winter AMA Conference. AMA Educators Proceedings, vol. 28, American Marketing Association, Chicago, pp. D-32-D-33, 2017 Winter AMA Conference, Orlando, United States, 17/02/17.

Measuring the success of social media activities: brand page attachment as a pre-behavioral construct. / Piehler, Rico; Schade, Michael; Kleine-Kalmer, Barbara et al.
Better marketing for a better world: Proceedings of the 2017 Winter AMA Conference. ed. / Rajesh Chandy; Jeff Inman; Christine Moorman. Chicago: American Marketing Association, 2017. p. D-32-D-33 (AMA Educators Proceedings; Vol. 28).

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract › peer-review

TY - CHAP

T1 - Measuring the success of social media activities

T2 - 2017 Winter AMA Conference

AU - Piehler, Rico

AU - Schade, Michael

AU - Kleine-Kalmer, Barbara

AU - Burmann, Christoph

PY - 2017

Y1 - 2017

UR - https://www.ama.org/wp-content/uploads/2019/02/2017-ama-winter-proceedings.pdf

M3 - Conference abstract

SN - 0877573611

T3 - AMA Educators Proceedings

SP - D-32-D-33

BT - Better marketing for a better world

A2 - Chandy, Rajesh

A2 - Inman, Jeff

A2 - Moorman, Christine

PB - American Marketing Association

CY - Chicago

Y2 - 17 February 2017 through 19 February 2017

ER -

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

Publication series

Conference

Other files and links

Cite this