Understanding Different Types of Followers’ Engagement and the Transformation of Millennial Followers into Cosmetic Brand Evangelists

Understanding Different Types of Followers’ Engagement and the Transformation of Millennial Followers into Cosmetic Brand Evangelists

Facebook pages of cosmetic products have substantially grown among millennial consumers. This study aims to explore the motivational factors that affect different types of millennial followers’ engagement, including followers on Facebook pages of cosmetic products, and examine different types of mil...

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Bibliographic Details
Main Authors: Warinrampai Rungruangjit, Thitinan Chankoson, Kitti Charoenpornpanichkul
Format: Article
Language:English
Published: MDPI AG 2023-03-01
Series:Behavioral Sciences
Subjects:
brand community
branded Facebook pages
followers’ engagement
millennial consumers
oppositional brand referral
positive brand referral
Online Access:https://www.mdpi.com/2076-328X/13/3/270

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https://www.mdpi.com/2076-328X/13/3/270

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