Who creates brand-related content, and why? The interplay of consumer characteristics and motivations

Daniël G. Muntinga, Marjolein Moorman, Peeter W.J. Verlegh, Edith G Smit

Research output: Chapter in Book / Report / Conference proceedingChapterAcademicpeer-review

LanguageEnglish
Title of host publicationDigital Advertising: Theory and Research, Third Edition
PublisherCRC, Taylor and Francis
Pages259-284
Number of pages26
ISBN (Electronic)9781317225461
ISBN (Print)9781138654426
DOIs
Publication statusPublished - 2017

Cite this

Muntinga, D. G., Moorman, M., Verlegh, P. W. J., & Smit, E. G. (2017). Who creates brand-related content, and why? The interplay of consumer characteristics and motivations. In Digital Advertising: Theory and Research, Third Edition (pp. 259-284). CRC, Taylor and Francis. https://doi.org/10.4324/9781315623252
Muntinga, Daniël G. ; Moorman, Marjolein ; Verlegh, Peeter W.J. ; Smit, Edith G. / Who creates brand-related content, and why? The interplay of consumer characteristics and motivations. Digital Advertising: Theory and Research, Third Edition. CRC, Taylor and Francis, 2017. pp. 259-284
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Muntinga, DG, Moorman, M, Verlegh, PWJ & Smit, EG 2017, Who creates brand-related content, and why? The interplay of consumer characteristics and motivations. in Digital Advertising: Theory and Research, Third Edition. CRC, Taylor and Francis, pp. 259-284. https://doi.org/10.4324/9781315623252

Who creates brand-related content, and why? The interplay of consumer characteristics and motivations. / Muntinga, Daniël G.; Moorman, Marjolein; Verlegh, Peeter W.J.; Smit, Edith G.

Digital Advertising: Theory and Research, Third Edition. CRC, Taylor and Francis, 2017. p. 259-284.

Research output: Chapter in Book / Report / Conference proceedingChapterAcademicpeer-review

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Muntinga DG, Moorman M, Verlegh PWJ, Smit EG. Who creates brand-related content, and why? The interplay of consumer characteristics and motivations. In Digital Advertising: Theory and Research, Third Edition. CRC, Taylor and Francis. 2017. p. 259-284 https://doi.org/10.4324/9781315623252