The Role of Marketer-Generated Content in Customer Engagement Marketing:

Published on Sep 9, 2019in Journal of Marketing
· DOI :10.1177/0022242919873903
Matthijs Meire3
Estimated H-index: 3
Kelly Hewett9
Estimated H-index: 9
+ 2 AuthorsDirk Van den Poel52
Estimated H-index: 52
Despite the demonstrated importance of customer sentiment in social media for outcomes such as purchase behavior and of firms’ increasing use of customer engagement initiatives, surprisingly few st...
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