Understanding drivers and outcomes of lurking vs. posting engagement behaviours in social media-based brand communities
Social media-based brand communities (SMBBC) are ideal tools to develop Consumer Engagement (CE). Yet, brands do not fully understand whether members are really loyally engaged with the brand and uncertainties remain regarding SMBBC return on investment. Therefore, our aim is to understand what driv...
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| Format: | article |
| Language: | eng |
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2020
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| Online Access: | https://hdl.handle.net/10216/126036 |
| Country: | Portugal |
| Oai: | oai:repositorio-aberto.up.pt:10216/126036 |