Beyond the Like button (Record no. 11636)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01072npc a2200181Ia 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 140613s2013 xx 000 0 und d |
| 060 ## - NATIONAL LIBRARY OF MEDICINE CALL NUMBER | |
| Classification number | 658.827 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | NAYLOR, REBECCA WALKER |
| 245 ## - TITLE STATEMENT | |
| Title | Beyond the Like button |
| Remainder of title | The impact of mere virtual presence on brand evaluations and purchase intentions in social media |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Date of publication, distribution, etc. | 2013 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 105-120 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | This research focuses on one practice in this domain : the decision to hide or reveal the demographic characteristics of a brand's online supporters. The results from four studies indicate that even when the presence of these supporters is only passively experienced and virtual, their demographic characteristics can influence a target consumer's brand evaluations and purchase ntentions. The findingd suggest a framework for brand managers to use when deciding whether to reveal the identities of their online supporters. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | BRANDING |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | MARKETING |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | LAMBERTON, CAIT POYNOR |
| 773 ## - HOST ITEM ENTRY | |
| Other item identifier | P14724 |
| Note | M |
| Host Itemnumber | 27729 |
| Host Biblionumber | 11181 |
| Title | JOURNAL OF MARKETING |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Articles |
No items available.