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Keywords: WeChat
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2021) 39 (3): 361–376.
Published: 26 August 2020
...Man Lai Cheung; Guilherme D. Pires; Philip J. Rosenberger III; Mauro Jose De Oliveira Purpose This study aims to examine the impact of social media marketing (SMM) efforts, including entertainment, customisation, interaction and trendiness via WeChat, on consumers' online brand-related activities...
