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Consumers' motivations to engage with local brands on social media
The 'consumer brand engagement' (CBE) concept comprehensively reflects consumers' motives for social media use, particularly digital consumer engagement behaviour. However, despite the growing scholarly interest in addressing 'engagement', disagreement exists regarding the nature of engagement behav...
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| Format: | Thesis |
| Language: | English |
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Stellenbosch University
2024
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