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The Role of Sustainable Social Media Marketing Activities in Raising Bottom‐of‐the‐Pyramid Customers' Engagement, Satisfaction, and Subjective Well‐Being

open access: yesBusiness Strategy and the Environment, EarlyView.
ABSTRACT Though prior studies have explored the effects of firms' social media marketing activities on customer engagement, the dynamics characterizing this association in bottom‐of‐the‐pyramid (BoP) markets remain tenuous, exposing a critical gap. Addressing this gap, we develop and test a model assessing (a) the effects of firms' sustainable social ...
Md. Al Amin   +4 more
wiley   +1 more source

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