Why Nonprofits Are Easier to Endorse on Social Media: The Roles of Warmth and Brand Symbolism

By S. F. Bernritter, Peeter W. J. Verlegh, Edith G. Smit. 2016

156 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/1c3fc78040491b975e0c328fd141584754cfaec4

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Yogesh Kumar Dwivedi
2. Ali Abdallah Alalwan
3. Nripendra P. Rana
4. Ewa Maslowska
5. Edward C. Malthouse
6. Raed Salah Algharabat
7. S. F. Bernritter
8. Sushant Kumar

In Sociology and Political Science

1. Ali Abdallah Alalwan
2. Nripendra P. Rana
3. Yogesh Kumar Dwivedi
4. Raed Salah Algharabat
5. Ewa Maslowska
6. Edward C. Malthouse
7. S. F. Bernritter
8. Kuttimani Tamilmani

Citations in the corpus

• Social media in marketing: A review and analysis of the existing literature (2017, background): “The usage of social media for branding issues was also the focus of interest for a good number of marketing researchers (i.e. Bernritter et al., 2016; Moro et al., 2016; Shi et al., 2016; Popp and Woratschek, 2016; Harrigan et al., 2016; Gao and Feng, 2016; Gensler et al., 2013; Kaplan and…”
• Too good to be true: the role of online reviews’ features in probability to buy (2017, background): “These new communication channels have become especially important for companies, especially in the context of consumer endorsements being an important advertising strategy (Bernritter, Verlegh, and Smit, 2016; Lee, Park, and Han 2011).”