Brand and consumer engagement behaviors on Facebook brand pages : let's have a (positive) conversation
Year of publication: |
2021
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Authors: | Dhaoui, Chedia ; Webster, Cynthia M. |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 38.2021, 1, p. 155-175
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Subject: | Consumer brand engagement | Facebook brand pages | Social media marketing | Online-Marketing | Internet marketing | Social Web | Social web | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing |
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