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Paid, Owned and Earned Media: A Qualitative Comparative Analysis revealing Attributes Influencing Consumer's Brand Attitude in Social Media

Jens Mattke, Lea Katharina Müller, Christian Maier. Paid, Owned and Earned Media: A Qualitative Comparative Analysis revealing Attributes Influencing Consumer's Brand Attitude in Social Media. In Tung Bui, editor, 52nd Hawaii International Conference on System Sciences, HICSS 2019, Grand Wailea, Maui, Hawaii, USA, January 8-11, 2019. pages 1-10, ScholarSpace / AIS Electronic Library (AISeL), 2019. [doi]

Authors

Jens Mattke

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Lea Katharina Müller

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Christian Maier

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