I Will Follow Him - The Value of Human Brands' Social Media Power for New Product Success

Knapp Ann-Kristin, Pähler_vor_der_Holte Nora, Hennig-Thurau Thorsten



Publication type
Conference Paper

Peer reviewed
Yes

Publication status
Published

Year
2015

Conference
43th AMS Annual Conference

Venue
Denver, USA

Book title
Proceedings of the AMS Annual Conference

Editor
Academy of Marketing Science

Volume
43