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Keywords: BeReal
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Journal Articles
Journal:
EuroMed Journal of Business
EuroMed Journal of Business (2026) 21 (5): 96–116.
Published: 27 February 2026
...Maria C. Voutsa; Yioula Melanthiou; Leonidas Hatzithomas; Nicolas Tsapatsoulis Purpose This study explores how brands can engage Generation Z on BeReal, a social media platform praised for its authenticity. It examines (1) the psychological drivers of GenZ's platform engagement and (2) how...
Includes: Supplementary data
