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Keywords: Engagement platform
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Journal Articles
Stay in touch! New insights into end-user attitudes towards engagement platforms
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2019) 36 (6): 772–783.
Published: 25 June 2019
...Vittoria Marino; Letizia Lo Presti Purpose Because engagement platforms are becoming an emerging service research context, the purpose of this paper is to understand how consumers may be segmented with respect to attitude towards the mobile instant messaging (MIM) apps used as channels...
