The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study
This study examined how social media marketing activities (SMMA) influence consumers’ engagement behaviour in developing countries. Based on the stimulus-organism-response theory, we examined the effect of SMMA on consumers’ engagement intention and further investigated the moderating effect of soci...
Main Authors: | Yunfeng Shang, Hina Rehman, Khalid Mehmood, Aidi Xu, Yaser Iftikhar, Yifei Wang, Ridhima Sharma |
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Format: | Article |
Language: | English |
Published: |
Frontiers Media S.A.
2022-04-01
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Series: | Frontiers in Psychology |
Subjects: | |
Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.811282/full |
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