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Keywords: Consumer-based brand equity
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Journal Articles
What keeps me engaging? A study of consumers' continuous social media brand engagement practices
Available to Purchase
Journal:
Information Technology & People
Information Technology & People (2023) 36 (6): 2440–2468.
Published: 31 October 2022
... consumer-based brand equity (CBBE), continuous SMBE does not have any significant relationship with consumers' subjective well-being (SWB). Research limitations/implications This study reports robust findings on the effects of individual-level factors that drive consumers' continuous SMBE practices...
