|
|||||
|
|
Cause-Related Marketing in the Digital Era: How Enterprises Can Deal with International Campaigns in Individualist Versus Collectivist Countries |
|
| Authors: | Guerreiro João Loureiro Sandra |
| Affiliation: | 1.Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL), Av. das For?as Armadas, 1649-026, Lisbon, Portugal ;2.Instituto Universitário de Lisboa (ISCTE-IUL), ISTAR-IUL, Lisbon, Portugal ; |
| Abstract: | VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations - The purpose of the paper is to (i) analyze how different users of social media (Twitter) interact and spread cause-related... |
| Keywords: | |
| 本文献已被 SpringerLink 等数据库收录！ | |