Exploring the relationship between dimensions of branded content and interactivity on twitter: a data-driven content marketing approach
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References listed on IDEAS
- Davis, Scott W. & Horváth, Csilla & Gretry, Anaïs & Belei, Nina, 2019. "Say what? How the interplay of tweet readability and brand hedonism affects consumer engagement," Journal of Business Research, Elsevier, vol. 100(C), pages 150-164.
- Hollebeek, Linda D. & Macky, Keith, 2019. "Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 27-41.
- Chrystal B. Zhang & Yi Hsin Lin, 2015. "Exploring interactive communication using social media," The Service Industries Journal, Taylor & Francis Journals, vol. 35(11-12), pages 670-693, August.
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More about this item
Keywords
Branded content; business-to-consumer (B2C); content marketing; data-driven content marketing; interactivity; social metrics; Twitter;All these keywords.
JEL classification:
- M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
- M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
NEP fields
This paper has been announced in the following NEP Reports:- NEP-PAY-2023-08-14 (Payment Systems and Financial Technology)
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