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Keywords: Online discourse
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Journal Articles
Qualitative Market Research: An International Journal (2020) 23 (3): 363–379.
Published: 05 February 2020
...) Customer-initiated contact (CIC) Public relations (PR) Customer service Online discourse From a brand interactive perspective (Schumann et al., 1993), dialogue between brands and customers is a main concern of marketing communications. The concept of brand contact points implies that every...
