Social Media Marketing : An Exploratory Study on how Personality Traits Affect Brand Related Behavior

Faculty/Professorship: Sales and Marketing  
Author(s): Rauschnabel, Philipp A. ; Mau, G.; Ivens, Björn Sven  
Editors: Rita, Paulo
Title of the compilation: Marketing to citizens : going beyond custumers and consumers ; 41th EMAC Conference, ISCTE Business School, Lisbon, 22 - 25 May 2012 ; conference proceedings
Corporate Body: 41st EMAC Conference, European Marketing Academy (EMAC), Lisbon, Portugal
Publisher Information: Lisbon
Year of publication: 2012
Pages: 8
Language(s): English
Type: Conferenceobject
Year of publication: 3. April 2014