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Hausmann, Maximilian G.; Eberhardt, Johanna E.; Raithel, Sascha und Schwaiger, Manfred ORCID logoORCID: https://orcid.org/0000-0003-0132-4560 (2017): The Interplay of Consumer Engagement in Social Media and Brand Favorability. Winter Marketing Academic Conference, Orlando, Florida, USA, February 17-19, 2017. Chandy, Rajesh; Inman, Jeffrey und Moorman, Christine (Hrsg.): In: Better marketing for a better world : Winter Marketing Academic Conference 2017 : AMA educators proceedings volume 28 : Orlando, Florida, USA, 17-19 February 2017, Chicago, IL, USA: American Marketing Association. D5

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