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Keywords: Social media brand engagement
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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
...Kofi Osei-Frimpong; Brigid A. Appiah Otoo; Graeme McLean; Nazrul Islam; Lebene Richmond Soga Purpose This study examines some pertinent individual-level factors and consequences of consumers' continuous social media brand engagement (SMBE) practices. Further, this study examines the moderating...
