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Keywords: Brand post
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Journal Articles
Journal:
Online Information Review
Online Information Review (2015) 39 (4): 505–519.
Published: 10 August 2015
...Pin Luarn; Yu-Fan Lin; Yu-Ping Chiu Purpose – The purpose of this paper is to examine how various characteristics of brand posts influence online engagement on Facebook brand pages. Design/methodology/approach – The data used for this study were obtained from the posts of ten popular...
