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Who’s pulling the strings?: The motivational paths from marketer actions to user engagement in social media

Welf H. Weiger, Hauke A. Wetzel, Maik Hammerschmidt

European Journal of Marketing (2019) 53 (9): 1808–1832.

https://doi.org/10.1108/EJM-10-2017-0777

Published: 27 March 2019

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