Work

Can an OTT platform develop brand advocates via customer engagement? An integration of platform and message-based factors

Year: 2024

Type: article

Study design: Observational Study

Source: Asia Pacific Journal of Marketing and Logistics

DOI: 10.1108/apjml-05-2024-0666

Authors: Sonali Singh, Richa Misra, Puneett Bhatnagr, Ekta Aggarwal

Institutions: Jaipuria Institute of Management, Amity University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4403989452

FWCI: 3.648

Cites: 46

Cited by: 5

Related to: 10