Social media brand posts and customer engagement
Abstract
Driving consumer brand engagement is essential for firms. With continual disruptions in traditional consumer brand communications and increased demand upon consumer attention and noise, firms utilize increased engagement to drive brand loyalty and resonance. However, mechanisms by which consumers engage with brands, particularly through social media, are less clear. This study sheds light on customer engagement by proposing a model that tests...
Paper Details
Title
Social media brand posts and customer engagement
Published Date
Aug 28, 2021
Journal
Volume
28
Issue
6
Pages
685 - 699
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Notes
History