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DO CONSUMERS REALLY CARE ABOUT SOCIAL MEDIA MARKETING ACTIVITIES? EVIDENCE FROM NETFLIX’S TURKISH AND GERMAN FOLLOWERS IN SOCIAL MEDIA

DO CONSUMERS REALLY CARE ABOUT SOCIAL MEDIA MARKETING ACTIVITIES? EVIDENCE FROM NETFLIX’S TURKISH AND GERMAN FOLLOWERS IN SOCIAL MEDIA

Ege Akademik Bakış Dergisi

2023-Cilt: 23 Sayı: 3

441-456

Consumer behavior, social media marketing activities, purchase intention, consumer-based brand equity, consumer-brand engagement

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