Femvertising discourses and online consumer engagement: A case analysis of under armour's #IWillWhatIWant brand campaign

Linda Tuncay Zayer, Catherine A. Coleman, Jose Luis Rodriguez Orjuela

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Original language	English
Title of host publication	The Routledge Handbook of Positive Communication
Subtitle of host publication	Contributions of an Emerging Community of Research on Communication for Happiness and Social Change
Publisher	Taylor and Francis Inc.
Pages	203-212
Number of pages	10
ISBN (Electronic)	9781351801607
ISBN (Print)	9781138633278
State	Published - Jan 15 2019
Externally published	Yes

ASJC Scopus Subject Areas

Zayer, L. T., Coleman, C. A., & Orjuela, J. L. R. (2019). Femvertising discourses and online consumer engagement: A case analysis of under armour's #IWillWhatIWant brand campaign. In The Routledge Handbook of Positive Communication: Contributions of an Emerging Community of Research on Communication for Happiness and Social Change (pp. 203-212). Taylor and Francis Inc..

Femvertising discourses and online consumer engagement: A case analysis of under armour's #IWillWhatIWant brand campaign. / Zayer, Linda Tuncay; Coleman, Catherine A.; Orjuela, Jose Luis Rodriguez.
The Routledge Handbook of Positive Communication: Contributions of an Emerging Community of Research on Communication for Happiness and Social Change. Taylor and Francis Inc., 2019. p. 203-212.

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Zayer, Linda Tuncay ; Coleman, Catherine A. ; Orjuela, Jose Luis Rodriguez. / Femvertising discourses and online consumer engagement : A case analysis of under armour's #IWillWhatIWant brand campaign. The Routledge Handbook of Positive Communication: Contributions of an Emerging Community of Research on Communication for Happiness and Social Change. Taylor and Francis Inc., 2019. pp. 203-212

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