Bonilla Quijada, María del Rocío; Del Olmo Arriaga, … - In: Cogent business & management 11 (2024) 1, pp. 1-14
Consumer interactions on social media have been analysed in the literature as sources of information about their ability to generate engagement and knowledge about how to interact with brands. The present study contributes to this line of research, focusing on empirically determining those...
