I was invited on the 26th of June to the show Business Breakfast in Dubai to discuss a bit about our paper “The influence of brand immediacy in consumer engagement behaviours: A revised social impact model“.  I spoke about how social immediacy (who you’re friends with) is one of the most important determinants of consumer engagement behaviours on Facebook. I also discussed some other motivations behind consumer-brand engagement in this platform. Here’s the full interview:

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