Antecedents of consumers’ engagement with brand-related content on social media
Antecedents of consumers’ engagement with brand-related content on social media
About this item
Full title
Author / Creator
Publisher
Bradford: Emerald Publishing Limited
Journal title
Language
English
Formats
Publication information
Publisher
Bradford: Emerald Publishing Limited
Subjects
More information
Scope and Contents
Contents
Purpose
The purpose of this paper is to investigate the effect of brand’s social media marketing efforts and individual’s online social interaction propensity on various levels of consumers’ engagement with brand-related social media content. Additionally, the subsequent effects of consumers’ engagement with brand-related social media content on...
Alternative Titles
Full title
Antecedents of consumers’ engagement with brand-related content on social media
Authors, Artists and Contributors
Author / Creator
Identifiers
Primary Identifiers
Record Identifier
TN_cdi_crossref_primary_10_1108_MIP_04_2018_0130
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_crossref_primary_10_1108_MIP_04_2018_0130
Other Identifiers
ISSN
0263-4503
E-ISSN
1758-8049
DOI
10.1108/MIP-04-2018-0130
