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Now showing items 31-32 of 32
How consumers evaluate movies on online platforms? Investigating the role of consumer engagement and external engagement
(Elsevier, 2024-03-08)
This study examines how the causal patterns of consumers’ engagement and experts’ external engagement are associated with their online evaluation of movies. To this end, this study identifies the interplay of two dimensions ...
Determination, estimation and enhancement of social media user engagement: a deep dive into sports marketing
(Indian Institute of Management Ahmedabad, 2024)
Enhancing user engagement on social media platforms such as Twitter is imperative for sports franchises, organizations and individual influencers because higher engagement correlates positively with better sponsorships. ...