Rissanen, Hilkka; Luoma-Aho, Vilma - In: Corporate Communications: An International Journal 21 (2016) 4, pp. 500-515
engage with organizations on online environment. Based on narrative analysis, the authors establish nine different millennial … constructing narratives. Findings The results show that there are nine different engager groups based on their motives for online …. Organizations aiming to engage millennials should be aware of different tones and approach engagement via both degree and tone …