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Keywords: Millennials
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Journal Articles
Corporate Communications: An International Journal (2016) 21 (4): 500–515.
Published: 03 October 2016
...Hilkka Rissanen; Vilma Luoma-Aho 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...
