Customer engagement behaviours in a social media context revisited : using both the formative measurement model and text mining techniques
Year of publication: |
2022
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Authors: | Ho, Chaang-Iuan ; Chen, Ming-Chih ; Shih, Ya-Wei |
Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 38.2022, 7/8, p. 740-770
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Subject: | Customer engagement | Facebook fan page | formative measurement model | second-order formative construct | social media-based customer engagement behaviours | social media-based marketing | Social Web | Social web | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Kundenintegration | Customer integration | Messung | Measurement | Virales Marketing | Viral marketing |
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