Customer loyalty through social networks: Lessons from Zara on Facebook
Companies’ escalating investment in social media–—in particular, in Facebook–—has become reality. However, most firms still do not see social networks as a vehicle for cultivating and winning customer loyalty, but rather as a resource for creating brand awareness. In this article, we offer a differe...
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| Formato: | article |
| Idioma: | eng |
| Publicado em: |
2022
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| Texto completo: | http://hdl.handle.net/10400.5/25122 |
| País: | Portugal |
| Oai: | oai:www.repository.utl.pt:10400.5/25122 |