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What Drives Customer Online Engagement

In this study, Aarti Ivanic, Seshadri Tirunillai, Suresh Ramanathan, and Utpal Dholakia conducted a longitudinal, natural, online, field experiment to understand the drivers of online consumer engagement. First, they created an online discussion forum (www.moms-rock.com). This was done to examine: (1) how consumer engagement – measured by the number of…
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