Unlocking social media success: How prosumers drive brand engagement through authentic conversations with consumers by Suresh Malodia

Malodia, Suresh2024-07-052024-07-052024Malodia, S., Filieri, R., Otterbring, T., & Dhir, A. (2024). Unlocking social media success: How prosumers drive brand engagement through authentic conversations with consumers. British Journal of Management, https://doi.org/10.1111/1467-8551.12823http://ir.mica.ac.in/handle/123456789/8001enUnlocking social media success: How prosumers drive brand engagement through authentic conversations with consumers by Suresh MalodiaArticle