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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...
| Autores principales: | , , , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Springer US
2023
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| Materias: | |
| 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 |