Chipp, Kerry Fiona; Chakravorty, Devarpan - In: Journal of Product & Brand Management 25 (2016) 4, pp. 373-386
Purpose This study aims to explore if, with increasing consumer empowerment, consumers are actively pulling content through a multitude of platforms rather than relying on media owners to dictate their product choices. How do media owners and content producers move toward a more reciprocal and...