Hallock, William; Roggeveen, Anne L.; Crittenden, Victoria - In: Qualitative Market Research: An International Journal 22 (2019) 2, pp. 217-226
Purpose: This paper aims to develop a richer, more complete understanding of how firms define and consider customer engagement on social networks. The research builds from the theoretical backdrop of customer engagement. The research then uses a qualitative interview approach to understand the...