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      Handbuch Online-Kommunikation 

      Online-Kommunikation und Werbung

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      Publisher: VS Verlag für Sozialwissenschaften

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          Brand Community

          Albert Muniz, Thomas O'Guinn (2001)
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            Building Brand Community

            Harold F. Koenig, James H. McAlexander, John W. Schouten (2002)
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              What is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness

              Yuping Liu, L. J. Shrum (2002)
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                Book Chapter
                Publication date (Print): 2010
                Pages: 434-460
                DOI: 10.1007/978-3-531-92437-3_18
                SO-VID: 5a91270f-677b-4cb0-9ade-1c9a31301cd8
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