An investigation into how social media consumer engagement can be used by e-SME brands to develop trust and build brand reputation, with new and existing customers
Social media is an ideal environment for online small to medium sized enterprises (e-SMEs) to build and develop brand communities. However, there is currently limited research investigating how initial and continual consumer trust is formed through this type of engagement for new and existing e-SME...
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Manchester Metropolitan University
2015
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.686833 |