Understanding Different Types of Followers’ Engagement and the Transformation of Millennial Followers into Cosmetic Brand Evangelists
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DOI: 10.3390/bs13030270
Abstract: Facebook pages of cosmetic products have substantially grown among millennial consumers. This study aims to explore the motivational factors that affect different types of millennial followers’ engagement, including followers on Facebook pages of cosmetic products,… read more here.
Keywords: active participants; millennial followers; different types; passive participants ... See more keywords