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Examining the drivers and brand performance implications of customer engagement with brands in the social media environment

Customer SatisfactionSocial MediaBrand EquityInteractive MarketingManagementBusinessConsumer ResearchSocial Media EnvironmentBrand Performance ImplicationsConsumer BehaviorCustomer CommunitySocial Medium MarketingBrand AwarenessCustomer EngagementMarketingConsumer EngagementBrand Management