Social media horsepower: How content and emotions accelerate luxury car brand engagement
Purpose: – This research aims to look at the effects of content and emotions on X (formerly known as Twitter) users’ engagement with luxury car brands. Design/methodology/approach: Marketer-generated data (MGC) on X by two leading luxury car brands were examined. Data was collected and pre-processed...
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2025-01-01
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| Series: | Social Sciences and Humanities Open |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2590291125004322 |
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