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Keywords: OBA
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Journal Articles
Journal:
EuroMed Journal of Business
EuroMed Journal of Business (2025) 20 (5): 27–53.
Published: 22 March 2024
... in many contexts of digital marketing. This study aims to provide insights into ageing consumers’ content usage, content typology choices, and online brand advocacy (OBA). Design/methodology/approach Semi-structured interviews were applied, and 16 consumers from Southern Europe aged 55+ were included...
