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Keywords: Social media brand engagement
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2020) 37 (2): 191–204.
Published: 15 January 2020
... engagement Brand equity Dimensions Drivers Gen Y Consequences Social media brand engagement Social media (SM) networks involve a massive inflow and sharing of information on brands and products (Stojanovic et al., 2018). Being an interactive platform, SM motivate customers to interact...
