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Keywords: Engagement practices
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Journal Articles
Soccer and Twitter: virtual brand community engagement practices
Available to PurchaseMarco Tulio Zanini, Fábio Carbone de Moraes, Vitor Lima, Carmen Migueles, Carlos Lourenco, Hélio Arthur Reis Irigaray
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2019) 37 (7): 791–805.
Published: 18 July 2019
...Marco Tulio Zanini; Fábio Carbone de Moraes; Vitor Lima; Carmen Migueles; Carlos Lourenco; Hélio Arthur Reis Irigaray Purpose The purpose of this paper is to identify how consumer engagement practices shape the dynamics of a soccer club virtual brand community. Design/methodology/approach...
