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Keywords: Drivers
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Journal Articles
Social media brand engagement: dimensions, drivers and consequences
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2020) 37 (2): 191–204.
Published: 15 January 2020
...Hardeep Chahal; Jochen Wirtz; Anu Verma Purpose This paper aims to advance the current understanding of social media (SM) brand engagement. Specifically, it validates the dimensionality of SM brand engagement, examines its drivers and explores the impact of SM brand engagement on brand equity...
Journal Articles
Drivers and barriers to seafood consumption in Australia
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2012) 29 (1): 64–73.
Published: 20 January 2012
...Dawn Birch; Meredith Lawley; Denise Hamblin Purpose This paper aims to explore the drivers and barriers to seafood consumption in Australia and to investigate attitudes toward pre‐packaged fresh chilled seafood products. Design/methodology/approach A two‐stage study of seafood consumption...
