Cultural Engagement in the Age of Social Media
This study develops the notion of cultural engagement in social media marketing by integrating the cultural branding paradigm (Holt 2016; Holt and Cameron 2010) with recent research on brand publics (Arvidsson and Caliandro 2015) and polarization of expressions in social media (Lee et al. 2014).
Citation:
Joachim Scholz and Henri Weijo (2016) ,"Cultural Engagement in the Age of Social Media", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 613-614.
Authors
Joachim Scholz, Cal Poly, San Luis Obispo, USA
Henri Weijo, Bentley University, USA
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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