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Keywords: Content strategy
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Journal Articles
Journal of Product & Brand Management (2013) 22 (1): 40–51.
Published: 22 February 2013
...K.B. Saji; Kalpana Chauhan; Anandan Pillai Purpose The aim of this study is to attempt to understand the role of content strategy followed by leading higher education institutes in India which have created brand community on social media web sites to initiate and enhance customer engagement...
