A Bayesian network approach to juxtapose brand engagement and behaviors of substantive interest in e-services
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DOI: 10.1007/s10660-018-9320-0
Abstract: This study juxtaposes brand engagement and behaviors of substantive interest in the context of eservices and utilizes Bayesian networks for an exploratory, data-driven approach. Enlisting a behavioral focus, it investigates the item-to-item relationships between brand… read more here.
Keywords: brand engagement; engagement behaviors; substantive interest; brand ... See more keywords