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Keywords: Perceived social media interactivity
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (4): 995–1022.
Published: 03 December 2020
... offerings, refer the brand in exchange for monetary incentives, inform their family and friends about the brand on social media and provide feedback and suggestions for improving the brand. Furthermore, the positive impact of perceived social media interactivity on customer purchases, referrals, influence...
