Branded content experience in social media: Conceptualization, scale development, and validation
Understanding customer experience with branded content on social media has become critical as brands allocate a considerable budget to the creation and dissemination of branded content. Customers interact with social media branded content such as brand-related images, videos, and text posts, and res...
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
Elsevier Sci Ltd
2021
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| Subjects: | |
| Online Access: | http://eprints.um.edu.my/27065/ |
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