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Keywords: Emotional attributions
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2019) 37 (2): 197–210.
Published: 07 March 2019
...Hemant Sashittal; Avan Jassawalla Purpose The purpose of this paper is to empirically derive and test a framework of brand acquaintancing – a new emotional attribution resulting from user-brand interactions on Snapchat, a popular social medium with ephemeral properties. Design/methodology...
