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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (4): 995–1022.
Published: 03 December 2020
...Siddik Bozkurt; David Marius Gligor; Barry J. Babin Purpose The purpose of this study is to examine how customers’ perceptions of brands’ social media interactivity impact customer engagement behaviors (CEBs) (e.g. customer purchases, referrals, influence and knowledge) while accounting...
