Understanding Different Types of Followers’ Engagement and the Transformation of Millennial Followers into Cosmetic Brand Evangelists

Facebook pages of cosmetic products have substantially grown among millennial consumers. This study aims to explore the motivational factors that affect different types of millennial followers’ engagement, including followers on Facebook pages of cosmetic products, and examine different types of mil...

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Detalles Bibliográficos

Autores principales:	Warinrampai Rungruangjit, Thitinan Chankoson, Kitti Charoenpornpanichkul
Formato:	Artigo
Lenguaje:	Inglês
Publicado:	MDPI AG 2023-03-01
Colección:	Behavioral Sciences
Materias:	brand community branded Facebook pages followers’ engagement millennial consumers oppositional brand referral positive brand referral
Acceso en línea:	https://www.mdpi.com/2076-328X/13/3/270
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