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Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions

MarketingFacebook – TowardsSocial MediaBrand EquityDigital MarketingMedia MarketingInteractive MarketingManagementBrand StrategyConsumer ResearchBrand LoyaltyConsumer BehaviorBrand AwarenessCommunicationArtsAdvertisingConsumer EngagementConsumer–brand Interactions