Consumer engagement and relationship building in social media : the effects of consumer self-determination and social relatedness
With the continuing growth of consumer participation in brand activities in social media, social media marketers and researchers have sought to tap into consumer engagement and relationship building by creating interpersonal social media environments that can facilitate consumers’ sense of belonging...
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| Format: | Others |
| Language: | English |
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2014
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| Online Access: | http://hdl.handle.net/2152/25878 |