Customer engagement behavior on social media brand communities : A quantitative study regarding engagement behavior, perceived benefits, and relationship outcome on different social media platforms
Social media has provided both companies and customer with new opportunities. Customers are increasingly integrating social media into their daily lives and companies has noticed these new traditional medias and started to take advantage of them through brand communities. The new behavior occurring...
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| Format: | Others |
| Language: | English |
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Linnéuniversitetet, Institutionen för marknadsföring (MF)
2015
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-43889 |