Journal of Consumer Marketing, Volume 33, Number 2
ebook ∣ Social Media and Big Data in Consumer Behaviour · Journal of Consumer Marketing
By Dhruv Grewal
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With this e-book, we seek to shed light on five key drivers of the growing panorama of social media. Despite some early investigations into social media (see review by Grewal et al. 2016), the field remains in its infancy. This e-book aims to highlight some important drivers of social media engagement.
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