Publicação
Consumer engagement on facebook brand page: the multiplier effect of comments
| Resumo: | Driving consumer engagement in Facebook brand pages has been a key concern amongbrand managers. This research aims to demonstrate whereas comments on posts can have positive or negative impact on consumer engagement |
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| Autores principais: | Machado, Ana Teresa |
| Assunto: | Consumer engagement Facebook Comments |
| Ano: | 2017 |
| País: | Portugal |
| Tipo de documento: | documento de conferência |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Instituto Politécnico de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Científico do Instituto Politécnico de Lisboa |
| Resumo: | Driving consumer engagement in Facebook brand pages has been a key concern amongbrand managers. This research aims to demonstrate whereas comments on posts can have positive or negative impact on consumer engagement |
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