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Keywords: Public engagement
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Journal Articles
Corporate Communications: An International Journal (2025) 30 (6): 977–993.
Published: 19 February 2025
... companies. The study also examines the extent to which these strategies influence public engagement on TikTok. Design/methodology/approach A quantitative content analysis was conducted to analyze the use of relationship cultivation strategies and message appeals by the top 100 retail companies on TikTok...
