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Research papers

The effect of engagement with social media on purchase behaviors

This presentation reviews how a different form of engagement with the Air Miles Facebook page and their own social media site affects future purchase behaviors. Engagement includes a hierarchy from passively reading content, liking something, and...

Catalogue: 3D Digital Dimensions 2013: (Online + Social Media + Mobile) Research
Authors: Mark Vandenbosch, Bobby Calder, Edward Malthouse, Su Jung Kim
June 23, 2013