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Consumer Engagement Through Conditional Promotions
This paper investigates consumers' response to conditional promotions (CP) offered in an offline retail store. Using qualitative research inquiry, we decipher the consumer decision-making process by finding the linkages between...
Published by: IGI Global
Exploring Customer Engagement on Social Networking Sites
The growth in popularity of social media and its perfunctory use by individuals throughout the day has sprouted the need to study Customer Engagement (CE) on Social Networking Sites (SNSs) from the consumer’s lens. To understand...
Published by: IGI Global