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Journal Articles
Effects of content characteristics on stages of customer engagement in social media: investigating European wine brands
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Journal of Research in Interactive Marketing (2022) 16 (4): 615–632.
Published: 27 October 2021
...Aspasia Vlachvei; Ourania Notta; Eirini Koronaki Purpose This study advances knowledge of interactive marketing strategies by examining the effect of different content types on the three stages of customer engagement (CE) in social media, namely, relationship formation, engagement creation...
