DOI: 10.33919/dasc.18.1.10
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Abstract: Facebook offers great opportunities for brands to connect with customers and build relationships with them in order to increase their loyalty and the company’s sales. In regards to these goals, one of the most important key performance indicators is the customers’ activity – liking, commenting, sharing, recommending, expressing love, etc. On one hand, there is a lot of research on customers’ engagement, behavior and motivation. These studies provide valuable information for marketers to understand the way in w…

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