Like, Comment, or Share? Self-presentation vs. brand relationships as drivers of social media engagement choices
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DOI: 10.1007/s11002-020-09518-8
Abstract: To enhance our understanding of consumer engagement with social media brand posts, this research explores the underlying mechanisms driving consumer engagement choices with branded social media posts. We posit and provide evidence that two underlying… read more here.
Keywords: self presentation; social media; brand; engagement choices ... See more keywords