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Linking Customer Motivations to Customer Engagement in Fashion Facebook Brand Pages
2021
South Asian Journal of Business Insights
This study aims to analyse the effects of customer motivations, namely information motive, entertainment motive, and social interaction motive on different dimensions of customer engagement (cognition, affection, and activation) in the context of Fashion Facebook Brand Pages (FFBPs). The data were collected from a convenience sample of 258 undergraduates in Sri Lanka using a printed and an online questionnaire and they were analysed using SPSS 21.0 and AMOS 21.0. The data analysis revealed that
doi:10.4038/sajbi.v1i2.25
fatcat:xeirdpsy55egfnuzgbfpbwqt6e