Who "Likes" Brands? Exploring the Characteristics of Brand Fans on Facebook

Faculty/Professorship: Sales and Marketing  
Author(s): Rauschnabel, Philipp A. ; Mau, Gunnar; Ivens, Björn Sven  
Editors: Rosengren, Sara; Dahlèn, Micael; Okazaki, Shintaro
Title of the compilation: The Changing Roles of Advertising : revised and extended versions of papers presented at the 11th ICORIA (International Conference on Research in Advertising) Stockholm, Sweden in June 2012
Corporate Body: 11th International Conference on Research in Advertising (ICORIA), Stockholm, Sweden
Publisher Information: Wiesbaden : Springer Gabler
Year of publication: 2013
Pages: 43-54
ISBN: 978-3-658-02364-5
Series ; Volume: Advances in Advertising Research ; 4
Language(s): English
DOI: 10.1007/978-3-658-02365-2_4
URL: http://link.springer.com/chapter/10.1007/978-3-...
Type: Conferenceobject
URI: https://fis.uni-bamberg.de/handle/uniba/1345
Year of publication: 30. July 2013