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

Rauschnabel, Philipp; Mau, Gunnar; Ivens, Björn Sven

doi:10.1007/978-3-658-02365-2_4

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

Rauschnabel, Philipp; Mau, Gunnar; Ivens, Björn Sven
In: 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.
Wiesbaden : Springer Gabler, 2013. p. 43-54
DOI: 10.1007/978-3-658-02365-2_4

Details

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:	978-3-658-02364-5 978-3-658-02365-2
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