The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study
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DOI: 10.3389/fpsyg.2022.811282
Abstract: This study examined how social media marketing activities (SMMA) influence consumers’ engagement behaviour in developing countries. Based on the stimulus-organism-response theory, we examined the effect of SMMA on consumers’ engagement intention and further investigated the… read more here.
Keywords: consumers engagement; social media; media marketing; marketing activities ... See more keywords