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Keywords: Real-time marketing
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Journal Articles
Journal of Product & Brand Management (2023) 32 (8): 1319–1337.
Published: 05 September 2023
...Ebenezer Nana Banyin Harrison; Wi-Suk Kwon Purpose This study aims to explore how brands use brand personification techniques in real-time marketing on social media, particularly Twitter, and examine how these techniques impact consumer engagement, moderated by brand-event congruence levels...
