BUILDING CONSUMER ENGAGEMENT IN SOCIAL MEDIA: A SYSTEMATIC LITERATURE REVIEW
This study aims to investigate the dimensions of customer engagement (CE) in social media and what theories and methods are employed to scrutinize CE on social media. This study systematically used the literature review of 77 articles. Through Scopus-indexed academic databases, this study found and...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
UUM PRESS
2024-01-01
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| Series: | Journal of Business Management and Accounting |
| Subjects: | |
| Online Access: | https://e-journal.uum.edu.my/index.php/jbma/article/view/18863 |