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A Data-Driven Approach to Reverse Engineering Customer Engagement Models: Towards Functional Constructs
Online consumer behavior in general and online customer engagement with brands in particular, has become a major focus of research activity fuelled by the exponential increase of interactive functions of the internet and social media platforms and applications. Current research in this area is mostl...
| Autores principales: | , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Public Library of Science
2014
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103885/ https://www.ncbi.nlm.nih.gov/pubmed/25036766 http://dx.doi.org/10.1371/journal.pone.0102768 |