Examining brand post characteristics that drive Facebook consumer engagement
The development and increased use of social media by the consumers has brought new challenges for brands and marketeers. Relying on the relational paradigm and being aware of social media enormous potential to reach, to foster relationships and engage and to create bonds between brand and consumer,...
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| Other Authors: | , |
| Format: | conferenceObject |
| Language: | eng |
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2019
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10400.21/10620 |
| Country: | Portugal |
| Oai: | oai:repositorio.ipl.pt:10400.21/10620 |