Browsing Araştırma Çıktıları / WOS by Publisher "Universidad de Talca"
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How to engage consumers through effective social media use-guidelines for consumer goods companies from an emerging market Authors:
Publisher and Date:(Universidad de Talca, 2021-07)This study aims to establish actionable guidelines and provide strategic insights as a means of increasing the social media effectiveness of consumer brands. Post-related factors in addition to the contextual and temporal factors influencing consumer engagement (i.e., reposting, commenting on or liking posts), as an indicator of social media effectiveness, are considered in detail in the research model. Moreover, the model considers differences between industries as well as social media platforms. ...