Effectiveness of engagement initiatives across engagement platforms: A meta-analysis

As part of their customer engagement (CE) marketing, firms use different platforms to interact with customers, in ways that go beyond purchases. Task-based CE strategies call for customers’ participation in structured, often incentivized tasks; experiential CE initiatives instead aim to stimulate pl...

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Detalles Bibliográficos
Autores principales: Blut, Markus, Kulikovskaja, Viktorija, Hubert, Marco, Brock, Christian, Grewal, Dhruv
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer US 2023
Materias:
Review
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9972333/
https://www.ncbi.nlm.nih.gov/pubmed/37359266
http://dx.doi.org/10.1007/s11747-023-00925-7

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9972333/
https://www.ncbi.nlm.nih.gov/pubmed/37359266
http://dx.doi.org/10.1007/s11747-023-00925-7

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