Yu, Yinan; Qiu, Liangfei; Chen, Hailiang; Yen, Benjamin … - 2021
traditional advertising and social media marketing to improve business outcomes is still limited. This paper examines the role of … level of fit uncertainty, while social media marketing benefits products with a higher level of fit uncertainty more. More … for high fit uncertainty products. To further provide practical implications on tailoring social media content, we show …