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9783031334511

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Teresa Berenice Treviño Benavides is a Research Professor of Marketing at Universidad de Monterrey, Mexico. Her research focuses on online consumer behavior and digital marketing, specifically consumer–brand relationships on the internet; the motivations of different online segments, regarding social media; uses and gratifications relating to social media; electronic word-of-mouth; and the impact of online marketing strategies on consumers. Ana Teresa Alcorta Castro, Sofia Alejandra Garza Marichalar, Mariamiranda Peña Cisneros, and Elena Catalina Baker Suárez have a marketing degree from Universidad de Monterrey, Mexico. Their research focus is on online consumer behavior and social media use and addiction. 

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