Enhancing member-institution relationships through social media: The role of other-user engagement behavior and similarity perceptions
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DOI: 10.1016/j.jbusres.2020.07.050
Abstract: Abstract Social media facilitates more frequent, immediate, and larger-scale exposures of people affiliated with a group than was previously possible. However, little is known about how this occurs in the case of institutions’ brand pages… read more here.
Keywords: social media; engagement behavior; member; member institution ... See more keywords