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Keywords: Social media
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Journal Articles
From social capital to consumer engagement: the mediating role of consumer e-empowerment
Available to Purchase
Journal of Research in Interactive Marketing (2021) 15 (2): 316–335.
Published: 09 April 2021
... significant results for the firm due to investments in social media brand pages. Such social capital transmutes into consumer engagement via consumer e-empowerment. Therefore, this paper provides a guideline for managers when investing in social media sites. Originality/value This paper fulfills...
