Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context
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DOI: 10.1016/j.jbusres.2020.06.025
Abstract: Social media has become a norm for retailers seeking to engage actively with consumers. There is growing evidence that some consumers choose not to engage with social media marketing content and that the depth of… read more here.
Keywords: social media; contextual factors; engagement behaviours; media context ... See more keywords