Examining the impact of value-driven social media content strategies and product type on social media behavioural engagement : evidence from Nigeria
Ernest Emeka Izogo, Austin Chinonso Eze, and Mercy Mpinganjira
| Year of publication: |
2022
|
|---|---|
| Authors: | Izogo, Ernest ; Eze, Austin Chinonso ; Mpinganjira, Mercy |
| Published in: |
Digital Business in Africa : Social Media and Related Technologies. - Cham : Springer International Publishing, ISBN 978-3-030-93499-6. - 2022, p. 97-126
|
| Subject: | Customer behavioural engagement | Social media | Marketer-generated contents | Product type | Advertising | Social Web | Social web | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Nigeria | Werbewirkung | Advertising effects | Beziehungsmarketing | Relationship marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Other identifiers: | 10.1007/978-3-030-93499-6_5 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013282693