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“What drives loyal fans of brand pages to take action? The effects of self-expansion and flow on loyal page fans’ sharing and creation activities”
Consumer-driven sharing and creation activities are valuable engagement activities as they help spread awareness and interaction for brands on social media. Loyal fans of brand pages are an important audience for brand-related social media engagement, as they are more likely to recommend and advocat...
| Autores principales: | , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Palgrave Macmillan UK
2021
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8254630/ http://dx.doi.org/10.1057/s41262-021-00241-x |