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    Brand-related negative engagement and spillover effect on social media

    Brand-related negative engagement and spillover effect on social media by Leskinen, Anna-Riikka

    Published 2022
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    Master's thesis
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2043 Corporate Communication Instagram Twitter Viestinnän johtaminen brand engagement branding brands brändit brändäys committing oneself coping negatiivisuus negative engagement negativity online communities selviytyminen sitoutuminen social media sosiaalinen media spillover effect verkkoyhteisöt

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