Bonilla Quijada, María del Rocío; Del Olmo Arriaga, … - In: Cogent business & management 11 (2024) 1, pp. 1-14
ability to generate engagement and knowledge about how to interact with brands. The present study contributes to this line of … users, providing central elements of brand strategies on Instagram. This study examines the engagement generated by Primark … greatest potential to generate engagement with this brand’s posts on Instagram, which in turn predicts previous unexplored …