{"title":"Consumer engagement on social media: an analysis of brand post characteristic combinations","authors":"Yang Liu, Zhijie Zhao, Jiaying Wang, Zeguo Qiu","doi":"10.1080/0267257x.2024.2336949","DOIUrl":null,"url":null,"abstract":"Given the increasing importance of using social media to maintain consumer engagement, brands design posts using different characteristics that interact with each other to generate combination, whi...","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":"108 1","pages":""},"PeriodicalIF":3.5000,"publicationDate":"2024-04-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1080/0267257x.2024.2336949","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Given the increasing importance of using social media to maintain consumer engagement, brands design posts using different characteristics that interact with each other to generate combination, whi...
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