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Examining the efficacy of brand social media communication : a consumer perspective /

Dwivedi, Abhishek.

Examining the efficacy of brand social media communication : a consumer perspective / Abhishek Dwivedi and Robert E. McDonald. - Philadelphia ; Taylor & Francis Group , Fall 2020. - Volume 28, pages 373-386 : illustration ; 28 cm.

Journal of Marketing Theory and Practice, vol. 28, no. 4, pages 372-386, Fall 2020.

Subjects--Topical Terms:
Commercial products.
Marketing.
Consumers.

Dewey Class. No.: DPer 658.8005 J826 Winter-Fall 2020 v. 28 n. 1-4

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