Brand-related negative engagement and spillover effect on social media

Brand-related negative engagement and spillover effect on social media

Bibliographic Details
Main Author: Leskinen, Anna-Riikka
Other Authors: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä, Viestinnän johtaminen, Corporate Communication, 2043
Format: Master's thesis
Language:eng
Published: 2022
Subjects:
brand engagement
coping
negative engagement
spillover effect
sosiaalinen media
Twitter
brändit
verkkoyhteisöt
brändäys
sitoutuminen
Instagram
negatiivisuus
selviytyminen
social media
brands
online communities
branding
committing oneself
negativity
Online Access: https://jyx.jyu.fi/handle/123456789/80115
Description
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