“Don't pretend to be my friend!” When an informal brand communication style backfires on social media
| Autor: | Gretry, Anaïs, Horváth, Csilla, Belei, Nina, van Riel, Allard C.R. |
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| Zdroj: | In Journal of Business Research May 2017 74:77-89 |
| Databáze: | ScienceDirect |
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