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Keywords: Social media communication
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Journal Articles
Social media communication with intensified pandemic fears: evaluating the relative impact of user- and firm-generated content on brand loyalty
Available to Purchase
Asia-Pacific Journal of Business Administration (2023) 15 (2): 161–187.
Published: 05 April 2022
... the relationship between firm-generated content and brand trust and perceived quality. This study revealed that the main components in social media communication do not influence perceived quality and brand trust to the same extent. Originality/value This study contributes to the knowledge of social media...
