Unveiling drivers and brand relationship implications of consumer engagement with social media brand posts
Purpose The purpose of this study is to identify the customer perceptions of social media brand post characteristics that drive consumer engagement with the brand post. Furthermore, this study identifies the customer-brand relationship outcomes resulting from the behavioural engagement on social med...
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
Emerald Group Publishing Ltd
2021
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| Subjects: | |
| Online Access: | http://eprints.um.edu.my/27234/ |
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| Institution: | Universiti Malaya |