The Antecedents and Consequences of Social Media Brand Engagement Towards Organizations’ Facebook Brand Pages
PR practitioners should consider social media as a relationship management tool, which academic researchers have yet to address. PR professionals still use one-way communication, which doesn't create engagement. This study seeks to fill a research void by conceptualising the relational maintena...
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| Format: | Thesis |
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Curtin University
2025
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| Online Access: | http://hdl.handle.net/20.500.11937/98043 |