Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context
Abstract
Social media has become a norm for retailers seeking to engage actively with consumers. There is growing evidence that some consumers choose not to engage with social media marketing content and that the depth of consumer engagement varies across different social media. However, there is a lack of empirical research on contextual factors that may contribute to such differences. Moreover, the variation of social media engagement behaviours,...
Paper Details
Title
Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context
Published Date
Jan 1, 2021
Journal
Volume
122
Pages
835 - 846
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Notes
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