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Keywords: Organic brand posts
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Journal Articles
Understanding the evolution of engagement with brand posts on social media using agent-based models
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (11): 2596–2634.
Published: 28 October 2024
... posts. Design/methodology/approach This study conceptualize marginal cost of CE as the ratio of a unit change in cost for a unit change in CE – this ratio is conceptualized for a paid brand post compared to an organic brand post. The authors present a theoretically grounded simulation method...
