Is Web 2.0 Really a Success in Online Retail Branding?: Examining the Integration of Social Media into the Brand Platform of Top Retailer Brands

Wei Shao; Richard Gyrd-Jones

Is Web 2.0 Really a Success in Online Retail Branding? Examining the Integration of Social Media into the Brand Platform of Top Retailer Brands

Wei Shao
, Richard Gyrd-Jones

Department of Marketing

Griffith University Queensland

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract in proceedings › Research › peer-review

Original language	English
Title of host publication	Book of Abstracts : 19th Recent Advances in Retailing & Services Science Conference
Editors	Harry Timmermans
Number of pages	1
Publisher	EIRASS
Publication date	2012
ISBN (Print)	978-90-6814-186-3
Publication status	Published - 2012
Event	19th International Conference on Recent Advances in Retailing and Services Science - Wien, Austria Duration: 9 Jul 2012 → 12 Jul 2012 Conference number: 19 http://w3.bwk.tue.nl/nl/onderzoek/urban_planning/eirass/vienna_2012/

Conference

Conference	19th International Conference on Recent Advances in Retailing and Services Science
Number	19
Country/Territory	Austria
City	Wien
Period	09/07/2012 → 12/07/2012
Internet address	http://w3.bwk.tue.nl/nl/onderzoek/urban_planning/eirass/vienna_2012/

Handle.net

Persistent link

Cite this

@inbook{64673735caee43e7ad518ce3c81e565d,

title = "Is Web 2.0 Really a Success in Online Retail Branding?: Examining the Integration of Social Media into the Brand Platform of Top Retailer Brands",

author = "Wei Shao and Richard Gyrd-Jones",

year = "2012",

language = "English",

isbn = "978-90-6814-186-3",

editor = "Timmermans, \{Harry \}",

booktitle = "Book of Abstracts",

publisher = "EIRASS",

note = "19th International Conference on Recent Advances in Retailing and Services Science ; Conference date: 09-07-2012 Through 12-07-2012",

url = "http://w3.bwk.tue.nl/nl/onderzoek/urban\_planning/eirass/vienna\_2012/",

}

Shao, W & Gyrd-Jones, R 2012, Is Web 2.0 Really a Success in Online Retail Branding? Examining the Integration of Social Media into the Brand Platform of Top Retailer Brands. in H Timmermans (ed.), Book of Abstracts: 19th Recent Advances in Retailing & Services Science Conference. EIRASS, 19th International Conference on Recent Advances in Retailing and Services Science, Wien, Austria, 09/07/2012.

Is Web 2.0 Really a Success in Online Retail Branding? Examining the Integration of Social Media into the Brand Platform of Top Retailer Brands. / Shao, Wei; Gyrd-Jones, Richard.
Book of Abstracts: 19th Recent Advances in Retailing & Services Science Conference. ed. / Harry Timmermans. EIRASS, 2012.

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract in proceedings › Research › peer-review

TY - ABST

T1 - Is Web 2.0 Really a Success in Online Retail Branding?

T2 - 19th International Conference on Recent Advances in Retailing and Services Science

AU - Shao, Wei

AU - Gyrd-Jones, Richard

N1 - Conference code: 19

PY - 2012

Y1 - 2012

M3 - Conference abstract in proceedings

SN - 978-90-6814-186-3

BT - Book of Abstracts

A2 - Timmermans, Harry

PB - EIRASS

Y2 - 9 July 2012 through 12 July 2012

ER -