Motivational drivers of customer brand engagement and its effect on share of wallet in a social media context
In recent years, many companies have used social media as part of their marketing and brand building activities. The rise of social media has strengthened the need for customer activation and engagement. Customer brand engagement offers companies multiple positive outcomes, such as satisfaction, tru...
| Main Author: | |
|---|---|
| Other Authors: | , , , , , |
| Format: | Master's thesis |
| Language: | eng |
| Published: |
2014
|
| Subjects: | |
| Online Access: | https://jyx.jyu.fi/handle/123456789/43894 |