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Keywords: FIMIX-PLS
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Journal Articles
Customer engagement with brands in social media platforms: Configurations, equifinality and sharing
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2019) 53 (9): 1733–1758.
Published: 25 February 2019
.... Design/methodology/approach Using data from 782 Chinese customers of brand pages on the social media platform Weibo, this paper is the first to use both finite mixture partial least squares (FIMIX-PLS) analysis and fuzzy-set qualitative comparative analysis (fsQCA) to empirically assess the impact of CE...
