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Keywords: Social media engagement
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2024) 25 (5): 625–644.
Published: 23 February 2024
... fatigue Brands Social media engagement Lurking SOR theory Social media has become ubiquitous. Social platforms are routinely used as tools for socializing, business, dating, politics and daily communication, continuing to transform the way people interact on a global scale (Dixon, 2022...
Journal Articles
Gen Z buying patterns: comparing the influence of professional advising and social media engagement
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Young Consumers: Insight and Ideas for Responsible Marketers (2024) 25 (5): 579–591.
Published: 31 January 2024
... and due to the precision of the method. Findings Results indicate that, in accordance with social media engagement (SME) theory, high SME elevated social commerce purchase intentions while professional advice seekers reported increased brick-and-mortar shopping. Thus, context-dependent, young...
