Determinants of Fan Engagement in Social Media-Based Brand Communities: A Brand Relationship Quality Perspective
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- Sanne Ichelle Dubbelink & Carolina Herrando & Efthymios Constantinides, 2021. "Social Media Marketing as a Branding Strategy in Extraordinary Times: Lessons from the COVID-19 Pandemic," Sustainability, MDPI, vol. 13(18), pages 1-21, September.
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Keywords
social media; brand fan; needs fulfillment; brand relationship quality; fan engagement;All these keywords.
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