I “Like” It: The Effects of Social Media Platform and Message on Consumer Engagement Actions
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DOI: 10.1123/ijsc.2023-0125
Abstract: The academic literature reports mixed evidence on how social media platform and message impact consumer engagement. We investigated the effects of three platforms (Facebook, Instagram, and Twitter) and three message themes (sales, informational, and relationship… read more here.
Keywords: social media; media platform; message; engagement actions ... See more keywords