Utilize este identificador para referenciar este registo:
http://hdl.handle.net/10071/17252
Registo completo
Campo DC | Valor | Idioma |
---|---|---|
dc.contributor.author | Pina, L. S. | - |
dc.contributor.author | Loureiro, S. M. C. | - |
dc.contributor.author | Rita, P. | - |
dc.contributor.author | Sarmento, E. M. | - |
dc.contributor.author | Bilro, R. G. | - |
dc.contributor.author | Guerreiro, J. | - |
dc.date.accessioned | 2019-02-11T16:51:40Z | - |
dc.date.available | 2019-02-11T16:51:40Z | - |
dc.date.issued | 2019 | - |
dc.identifier.issn | 1049-6491 | - |
dc.identifier.uri | http://hdl.handle.net/10071/17252 | - |
dc.description.abstract | The evolution of technology changed the external environment surrounding businesses creating a plethora of new opportunities and challenges. Particularly, social network platforms became attractive to companies due to their interactive nature as they increase consumers’ and brand opportunities for developing long-term relationships and engagement. In this sense, the main goal of this article is to understand whether appreciative listening can contribute to the improvement of consumer-brand engagement using these platforms. We develop two studies based on Starbuck’s facebook page whereby findings from study one are used as inputs to study two. Results demonstrate that appreciative listening can actually improve consumer-brand engagement. | eng |
dc.language.iso | eng | - |
dc.publisher | Routledge/Taylor and Francis | - |
dc.relation | info:eu-repo/grantAgreement/FCT/5876/147442/PT | - |
dc.rights | openAccess | - |
dc.subject | Consumer-brand relationship | eng |
dc.subject | Social networks | eng |
dc.subject | Online consumer brand engagement | eng |
dc.subject | Appreciative listening | eng |
dc.title | Analysing consumer-brand engagement through appreciative listening on social network platforms | eng |
dc.type | article | - |
dc.event.date | 2019 | - |
dc.pagination | 304 - 313 | - |
dc.peerreviewed | yes | - |
dc.journal | Journal of Promotion Management | - |
dc.volume | 25 | - |
dc.number | 3 | - |
degois.publication.firstPage | 304 | - |
degois.publication.lastPage | 313 | - |
degois.publication.issue | 3 | - |
degois.publication.title | Analysing consumer-brand engagement through appreciative listening on social network platforms | eng |
dc.date.updated | 2019-05-06T12:57:23Z | - |
dc.description.version | info:eu-repo/semantics/acceptedVersion | - |
dc.identifier.doi | 10.1080/10496491.2019.1557805 | - |
dc.subject.fos | Domínio/Área Científica::Ciências Sociais::Economia e Gestão | por |
iscte.subject.ods | Indústria, inovação e infraestruturas | por |
iscte.identifier.ciencia | https://ciencia.iscte-iul.pt/id/ci-pub-55844 | - |
iscte.alternateIdentifiers.scopus | 2-s2.0-85061318167 | - |
Aparece nas coleções: | BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
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Analysing the appreciative listening practice on social networks_post.pdf | Pós-print | 269,38 kB | Adobe PDF | Ver/Abrir |
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