Customer Engagement in Social Network Brand Communities: Drivers and Impact on Brand Loyalty
Social networking sites (SNS) have become an ideal tool to develop customer engagement (CE) with brands, leading companies to invest increasingly on virtual communities and CE, using the number of likes and comments as a proxy to measure it. Yet, organizations do not fully understand whether members...
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| Formato: | book |
| Idioma: | eng |
| Publicado em: |
2019
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| Texto completo: | https://hdl.handle.net/10216/109887 |
| País: | Portugal |
| Oai: | oai:repositorio-aberto.up.pt:10216/109887 |