Fifty shades of consumer engagement: an exploration of factors influencing digital natives' brand-related consumer engagement behaviours on Facebook.
(2017)
Thesis
Krowinska, A. Fifty shades of consumer engagement: an exploration of factors influencing digital natives' brand-related consumer engagement behaviours on Facebook. (Thesis). Edinburgh Napier University. Retrieved from http://researchrepository.napier.ac.u
Grounded in a constructivist paradigm, this thesis contributes to an emerging body of scholarship on the consumer engagement concept. In this research, the author conceptualises consumer engagement on social networking sites as a one-dimensional beha... Read More about Fifty shades of consumer engagement: an exploration of factors influencing digital natives' brand-related consumer engagement behaviours on Facebook..