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The social media value framework: development and validation of a conceptual framework for social media engagement and value creation
As social media sites continue to dominate attention, consumers are overwhelmed with content, campaigns and information in today's virtual world. How do brands and marketers stand out and ensure that their social media communications result in value creation? Engagement and the intent to engage are...
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| Format: | Thesis |
| Language: | English English |
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Graduate School of Business (GSB)
2025
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