Vlachvei, Aspasia; Notta, Ourania; Koronaki, Eirini - In: Journal of Research in Interactive Marketing 16 (2021) 4, pp. 615-632
Purpose: This study advances knowledge of interactive marketing strategies by examining the effect of different content types on the three stages of customer engagement (CE) in social media, namely, relationship formation, engagement creation and engagement contribution, for European wine...