DOES IT MATTER TO INTERACT WITH YOUR CUSTOMERS ON SOCIAL MEDIA? UNDERSTANDING THE RELATIONSHIP BETWEEN BRAND’S INTERACTIVITY ON SOCIAL MEDIA AND CUSTOMER ENGAGEMENT.
| Autor: | Kreimer, Daniel1 daniel.kreimer@unigraz.at, Stoppacher, Lukas1, Foscht, Thomas1, Eisingerich, Andreas B.2 |
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| Zdroj: | AMA Summer Academic Conference Proceedings. 2022, Vol. 33, p585-588. 4p. |
| Databáze: | Business Source Ultimate |
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