Proposing a new construct to measure the effectiveness of brands operating in social networking sites
The current study was motivated by the increasing brand adoption of Social Networking Sites, like Facebook, in companies´ communication plans. Currently, the top 100 worldwide advertisers accumulate more than 1 billion users in their brand like pages. In view of this trend, it becomes important to p...
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| Other Authors: | , |
| Format: | conferenceObject |
| Language: | eng |
| Published: |
2022
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10071/25099 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/25099 |