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Keywords: Consumer-brand engagement
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2022) 39 (1): 121–132.
Published: 25 January 2022
... marketing activities and consumer-brand engagement as key constructs to realize these desired objectives. Design/methodology/approach The empirical relationships among social media marketing activities, consumer-brand engagement and consumer response have been examined with a sample of 465 respondents...
