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Journal Articles
Journal of Research in Interactive Marketing (2021) 15 (3): 361–385.
Published: 19 June 2021
...Laurence Dessart; Cleopatra Veloutsou Purpose In an era where companies shift a part of their marketing budget to support their social media presence, very little is known about the antecedents and effects of participant identification in a social media community. This paper aims to examine...
