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Keywords: Marketer-generated content
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Journal Articles
Journal:
British Food Journal
British Food Journal (2022) 124 (1): 255–274.
Published: 28 June 2021
...Si Tan; Weiping Chen Purpose Leveraging marketer-generated content (MGC) can increase firms' success. However, few studies uncover the effects of MGC-related attributes on consumer engagement in the context of food marketing. This paper aims to explore the influence of MGC characteristics...
