How does consumer engagement evolve when brands post across multiple social media?
Year of publication: |
2021
|
---|---|
Authors: | Unnava, Vasu ; Aravindakshan, Ashwin |
Published in: |
Journal of the Academy of Marketing Science. - Dordrecht : Springer Netherlands, ISSN 1552-7824, ZDB-ID 2067360-7. - Vol. 49.2021, 5, p. 864-881
|
Subject: | Consumer engagement | Multiple social media platforms | Resource allocation | Dynamic multivariate state spacemodel | Facebook | Instagram | Twitter | Youtube | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Online-Marketing | Internet marketing | Virales Marketing | Viral marketing |
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