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Journal Articles
Driving COBRAs: the power of social media marketing
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2021) 39 (3): 361–376.
Published: 26 August 2020
... (COBRAs) and their related outcomes, including on-going search behaviour and repurchase intention. Design/methodology/approach The theoretical framework is tested for luxury cosmetics brands. Data were collected in China from 433 WeChat users utilising a self-administered online survey. Data analysis...
