I “Like” It: The Effects of Social Media Platform and Message on Consumer Engagement Actions

The academic literature reports mixed evidence on how social media platform and message impact consumer engagement. We investigated the effects of three platforms (Facebook, Instagram, and Twitter) and three message themes (sales, informational, and relationship building) on six consumer engagement...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	International journal of sport communication 2024-03, p.1-12
Hauptverfasser:	Achen, Rebecca M., Stadler-Blank, Ashley, Sailors, John J.
Format:	Artikel
Sprache:	eng
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!