Browsing by Publisher "Universidad de Talca"

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How to engage consumers through effective social media use-guidelines for consumer goods companies from an emerging market

Aydın, Gökhan; Uray, Nimet; Silahtaroğlu, Gökhan (Universidad de Talca, 2021)

This study aims to establish actionable guidelines and provide strategic insights as a means of increasing the social media effectiveness of consumer brands. Post-related factors in addition to the contextual and temporal ...