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Keywords: Dimensions
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2020) 37 (2): 191–204.
Published: 15 January 2020
.... Design/methodology/approach A survey was conducted with 433 Generation Y (Gen Y) SM users. Findings The study results validate SM brand engagement as a multidimensional construct comprising utilitarian, hedonic and social dimensions. Three categories of SM engagement antecedents were identified...
