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Don't Pretend to Be My Friend! The Effect of Brand Communication Style on Consumers’ Initial Brand Trust in Social Media.
Gretry, Anaïs; Horváth, Csilla; Belei, Nina et al.
201544th EMAC Annual Conference
 

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Disciplines :
Marketing
Author, co-author :
Gretry, Anaïs ;  Université de Liège > HEC-Ecole de gestion : UER > UER Management
Horváth, Csilla;  Radboud Universiteit Nijmegen > Marketing
Belei, Nina;  Radboud Universiteit Nijmegen > Marketing
Van Riel, Allard;  Radboud Universiteit Nijmegen > Marketing
Language :
English
Title :
Don't Pretend to Be My Friend! The Effect of Brand Communication Style on Consumers’ Initial Brand Trust in Social Media.
Publication date :
June 2015
Event name :
44th EMAC Annual Conference
Event place :
Leuven, Belgium
Event date :
May 26 - 29, 2015
Available on ORBi :
since 19 April 2016

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