Paid, Owned and Earned Media : A Qualitative Comparative Analysis revealing Attributes Influencing Consumer’s Brand Attitude in Social Media

Mattke, JensJensMattkeMüller, LeaLeaMüller0000-0002-6607-0517Maier, ChristianChristianMaier0000-0001-8328-24932021-08-042021-08-042019978-0-9981331-2-6https://fis.uni-bamberg.de/handle/uniba/50696engPaid, Owned and Earned Media : A Qualitative Comparative Analysis revealing Attributes Influencing Consumer’s Brand Attitude in Social Mediaconferenceobject10.24251/HICSS.2019.098