Brand and consumer engagement behaviors on Facebook brand pages: Let's have a (positive) conversation

JOURNAL ARTICLE

Year: 2020 Journal: International Journal of Research in Marketing Vol: 38 (1)Pages: 155-175 Publisher: Elsevier BV

DOI: 10.1016/j.ijresmar.2020.06.005

Keywords:

Advertising Conversation Social media Negativity effect Psychology Social psychology Business Computer science Communication

Metrics

123

Cited By

23.97

FWCI (Field Weighted Citation Impact)

Refs

0.99

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Digital Marketing and Social Media

Social Sciences → Social Sciences → Sociology and Political Science

Consumer Behavior in Brand Consumption and Identification

Social Sciences → Business, Management and Accounting → Marketing

Complex Network Analysis Techniques

Physical Sciences → Physics and Astronomy → Statistical and Nonlinear Physics