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Keywords: Dual processing theory
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2019) 53 (10): 2213–2243.
Published: 08 April 2019
... and opportunities for strategic development of social media content to enhance engagement among consumers in a social media forum. Originality/value This study is one of the first to empirically examine the construct of social media engagement behavior. It extends the utility of dual processing theory...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2017) 51 (3): 627–645.
Published: 10 April 2017
... 12 2015 07 01 2016 © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Branding Integrated marketing communications Video Online consumer behaviour Dual processing theory E-mail In line with this special issue on integrated...
