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Does it matter who “toots the horn” on Facebook and X? The differential effects of owned and earned social media on customers’ perceptions of firms

Forrest V. Morgeson, Yufei Zhang, Pratyush Nidhi Sharma, G. Tomas M. Hult, Sunil Mithas

Internet Research 1–19.

https://doi.org/10.1108/INTR-12-2024-2028

Published: 24 November 2025

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Includes: Supplementary data