Measuring Customer Engagement on Social Media: Towards a More Qualitative and Comprehensive Approach

Boujena, Othman; Godey, Bruno; Ulrich, Isabelle; Manthiou, Aikaterini; Pederzoli, Daniele; Donvito, Raffaele; Aiello, Gaetano; Mazzoli, Valentina

doi:10.15444/gfmc2021.04.01.04

GMFC

2021

DOI: 10.15444/gfmc2021.04.01.04

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Measuring Customer Engagement on Social Media: Towards a More Qualitative and Comprehensive Approach

Othman Boujena¹,

Bruno Godey²,

Isabelle Ulrich³

et al.

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Measuring Customer Engagement on Social Media: Towards a More Qualitative and Comprehensive Approach

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