To post or not to post : examining motivations of brand/product-related engagement types on social networking sites
At present, consumers use social networking sites to engage with brands and brand related content, this study examines consumers’ motivations for brand/product- related engagement on social networking sites. This thesis develops three motivation frameworks to explain each brand/product-related engag...
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Bournemouth University
2018
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| Online Access: | https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.732062 |