When brand-related UGC induces effectiveness on social media : the role of content sponsorship and content type
Year of publication: |
2020
|
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Authors: | Kim, Mikyoung ; Song, Doori |
Published in: |
Electronic word of mouth as a promotional technique : new insights from social media. - London : Routledge, ISBN 978-0-367-58476-4. - 2020, p. 105-124
|
Subject: | Virales Marketing | Viral marketing | Social Web | Social web |
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