The effect of user-generated content quality on brand engagement: the mediating role of functional and emotional values
User-generated content (UGC) and online customers' brand engagement are gaining popularity and becoming essential tools in improving the online business. Considering its growing importance, the present research aims to examine the indirect effect of UGC quality on online customers' brand e...
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| Main Authors: | , , , |
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| Format: | Article |
| Published: |
California State University, Long Beach
2020
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| Subjects: | |
| Online Access: | http://eprints.utm.my/id/eprint/90307/ http://www.jecr.org/node/598 |
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