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Consumer Activities and Reactions to Social Network Marketing
The purpose of this paper is to understand consumer behavioural models with respect to their reactions to social network marketing. Theoretical background is focused on online and social network usage, motivations and behaviour. The research goal is to explore consumer reactions to the exposure of social network marketing based on the following criteria: level of brand engagement, word-of-mouth (wom) referral behaviour, and purchase intentions. Consumers are investigated based on theirdoi:10.26493/1854-4231.12.133-144 fatcat:mv5aim4rafa37o4eb7eavh5hpe