Exploring COBRAs, its antecedents and consequences in the context of banking brands
Exploring COBRAs, its antecedents and consequences in the context of banking brands
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Publisher
Bradford: Emerald Publishing Limited
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Language
English
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Publisher
Bradford: Emerald Publishing Limited
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Scope and Contents
Contents
PurposeBrands have started investing heavily in their social media pages. Especially for banks having credence nature, the importance of engaging customers with the brand-related content on their social media pages has become a challenge. The present study explores the role of various characteristics of a brand's social media marketing efforts (SMM...
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Full title
Exploring COBRAs, its antecedents and consequences in the context of banking brands
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Author / Creator
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TN_cdi_proquest_journals_2551550466
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2551550466
Other Identifiers
ISSN
0265-2323
E-ISSN
1758-5937
DOI
10.1108/IJBM-11-2020-0553
