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Journal Articles

When they like and when they comment: drivers of consumer engagement on social media

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Pavankumar Gurazada, Maity Moutusy, Hyokjin Kwak, Charles R. Taylor
Journal: European Journal of Marketing
European Journal of Marketing (2026) 60 (6): 1395–1430.
https://doi.org/10.1108/EJM-12-2024-1024
Published: 22 May 2026
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Includes: Supplementary data
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