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Keywords: Content sponsorship
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Journal Articles
Journal:
Internet Research
Internet Research (2017) 27 (5): 1085–1103.
Published: 02 October 2017
...Mikyoung Kim; Mira Lee Purpose The purpose of this paper is to investigate how the source of brand-related user-generated content (UGC) (a close friend vs a celebrity) interacts with content sponsorship (organic UGC vs sponsored UGC) to influence consumer causal attributions, brand attitude...
