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Browse Archives by Author: Costa Pinto, Diego
Creating Customer Engagement on Social Media
[12/1/2021]
Fernando de Oliveira Santini, PhD, Wagner Junior Ladeira, PhD, Diego Costa Pinto, PhD, Má́rcia Maurer Herter, PhD, Claudio Hoffmann Sampaio, PhD, and Barry J. Babin, PhD
The goal of your social media marketing should not be to simply increase social media impressions, but instead, to increase positive impressions. In this study, we examine the role of trust and commitment in driving positive relationships and customer engagement in social media
