Demystifying the engagement process : a BoP perspective toward social media engagement
Year of publication: |
2024
|
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Authors: | Tuli, Nikhita ; Kumar, Harish ; Srivastava, Ritu ; Gupta, Parul |
Published in: |
Journal of international consumer marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-7068, ZDB-ID 2069279-1. - Vol. 36.2024, 1, p. 1-20
|
Subject: | bottom-of-the-pyramid | grounded theory | Social media | user engagement | Social Web | Social web | Online-Marketing | Internet marketing | Grounded Theory | Grounded theory |
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