Open AccessThe Brand Personality Effect: Communicating Brand Personality on Twitter and its Influence on Online Community Engagement
Author(s) -
Ruth Angelie Cruz,
Hong Joo Lee
Publication year - 2014
Publication title -
jineung jeongbo yeon-gu
Language(s) - English
Resource type - Journals
eISSN - 2288-4882
pISSN - 2288-4866
DOI - 10.13088/jiis.2014.20.1.067
Subject(s) - social media , personality , brand engagement , microblogging , advertising , brand awareness , personality psychology , empirical research , brand management , opinion leadership , construct (python library) , empirical evidence , business , marketing , psychology , public relations , computer science , world wide web , social psychology , political science , philosophy , epistemology , programming language