Social Media Engagement: How do the Characteristics of Brand-related User-generated Content Motivate Engagement Behaviour with the Moderating Effect of Social Relationships
The number of consumers using social media is increasing globally and social media becomes an important tool for marketers to promote brand marketing campaigns. The advent of social media enables consumers to actively show opinions and attitudes rather than passively receive branded content. On soci...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2022
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| Online Access: | https://eprints.nottingham.ac.uk/70355/ |