Rissanen, Hilkka; Luoma-Aho, Vilma - In: Corporate Communications: An International Journal 21 (2016) 4, pp. 500-515
Purpose The purpose of this paper is to introduce a novel framework that includes degree, tone, and motives of consumer engagement of young consumers. Focusing on millennials, this paper offers preliminary look into their willingness and motives to engage with organizations on online...
