Beyond mobile advertising : an empirical investigation of customer engagement and empowerment with mobile marketing communication campaigns
The importance of customer engagement to sustain and foster business growth in an interactive environment has been recognised in the practitioner literature. It has also been observed that engaged customers become empowered in a given marketing communication environment. Yet, there has been very lit...
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University of Hull
2014
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.702403 |