Increasing the Effectiveness of B2B Marketing Communications in a Social Media Context: An Investigation of the Effects of Post Characteristics on Audience Engagement Using a Mixed Methods Action Research Approach

Wicmandy, Michelle ORCID: 0000-0003-1817-3754 (2020) Increasing the Effectiveness of B2B Marketing Communications in a Social Media Context: An Investigation of the Effects of Post Characteristics on Audience Engagement Using a Mixed Methods Action Research Approach. Doctor of Business Administration thesis, University of Liverpool.

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