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2019 | 123 | 29-44
Article title

Determinants of the engagement of customers in social media

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The article moves the problem of building customer engagement in social media. Attention is drawn to the fact that in the activities of companies in social media, it's not about building the largest community around them, but above all about making it involved. The aim of the research was to present determinants influencing fans' engagement on the example of analysis of Facebook profiles of the best interactive agencies & PR in Poland. As the main hypothesis, it was assumed that the size of Facebook profile determined by the number of fans does not affect the fans' engagement.
Physical description
  • Institute of Law, Administration and Economy, Pedagogical University of Cracow, 2 Podchorążych Str., 30-084 Cracow, Poland
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