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Keywords: Affective engagement
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2025) 42 (5): 599–613.
Published: 12 May 2025
..., this study aims to evaluate the antecedents and outcomes of affective engagement on a brand’s Instagram account. Considering the increased usage of SNS, the authors assess whether connection time moderates the intention to follow shopping advice on Instagram. Design/methodology/approach Quantitative...
