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Keywords: Content marketing
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Journal Articles
International Journal of Emerging Markets (2018) 13 (5): 1233–1250.
Published: 29 November 2018
...Gert Human; Benedikt Hirschfelder; Jacques Nel Purpose The benefits and problems associated with firm-generated content (FGC) as a key driver of sponsorship effectiveness demand more research attention. Accordingly, the purpose of this paper is to consider the effect of content marketing...
