Is firm-generated content a lost cause?
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DOI: 10.1016/j.jbusres.2021.10.022
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Cited by:
- Teresa Borges-Tiago, Maria & Santiago, Joanna & Tiago, Flavio, 2023. "Mega or macro social media influencers: Who endorses brands better?," Journal of Business Research, Elsevier, vol. 157(C).
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Keywords
Social media marketing; FGC; Purchase intention; Brand equity; Brand attitude; Online marketing; Targeting;All these keywords.
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