Being hybrid

Klára Šimůnková introduces online/offline hybridity both as a new kind of hybridity and a universal contemporary human condition, and presents the concept of hybrid space as a new frame of reference.

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The rules of engagement: how to motivate consumers to engage with branded mobile apps

Stocchi discusses her research with Michaelidou, Pourazad & Micevski, revealing some important steps that marketers can follow to make the most of the engagement opportunities through branded mobile apps.

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