Barger, Victor; Peltier, James W.; Schultz, Don E. - In: Journal of Research in Interactive Marketing 10 (2016) 4, pp. 268-287
Purpose In “Social media’s slippery slope: challenges, opportunities and future research directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to leverage consumer engagement into highly profitable relationships for both parties”. The purpose of this...
