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

Cite as

Knapp, A.-K., Pähler_vor_der_Holte, N., & Hennig-Thurau, T. (2015). I Will Follow Him — The Value of Human Brands' Social Media Power for New Product Success. In Proceedings of the 43th AMS Annual Conference, Denver, USA.

Details

Publication type
Research article in proceedings (conference)

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

Language
English