Measuring consumer brand engagement on social media with annoyance as a moderator
Consumer brand engagement (CBE) is indisputably an emerging topic in the marketing literature, yet the amount of research on its antecedents and outcomes is limited. Besides academics, it has also gained traction among practitioners who have started to experiment with new methods to engage consumers...
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| Other Authors: | , , , , |
| Format: | Master's thesis |
| Language: | eng |
| Published: |
2017
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| Subjects: | |
| Online Access: | https://jyx.jyu.fi/handle/123456789/54445 |