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- W3213825579 endingPage "507" @default.
- W3213825579 startingPage "479" @default.
- W3213825579 abstract "Although consumer brand engagement (CBE) in social networking sites (SNS) has become the focus of marketing debates over the past decade, there is still no literature consensus on the definition and formation of the concept. In order to clarify the phenomenon, a systematic review of the theme has been developed in the international academic literature over the last ten years – from 2010 to 2020. After a selection process, 91 publications were identified as the most relevant in the study area. Analysis of different perspectives and definitions elaborated so far allowed the development of a new concept proposal for the concept. An integrative framework has been developed which synthesizes the relations around the concept. In addition, the greatest research gaps are presented, with suggestions for future studies. From this detailed view of CBE in SNS, marketing managers can better understand how this phenomenon works and outline strategies to leverage it." @default.
- W3213825579 created "2021-11-22" @default.
- W3213825579 creator A5027489092 @default.
- W3213825579 creator A5037655381 @default.
- W3213825579 creator A5041879352 @default.
- W3213825579 date "2021-07-22" @default.
- W3213825579 modified "2023-10-14" @default.
- W3213825579 title "Trajectory and Research Opportunities on Consumer Brand Engagement in Social Networking Sites" @default.
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