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Keywords: Corporate associations
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Journal Articles
Journal:
Internet Research
Internet Research (2017) 27 (5): 1039–1057.
Published: 02 October 2017
..., investigations on the adoption of such association-based corporate communication strategies are yet to address the interactive and multi-source features of social media. Drawing theoretical insights from corporate associations and the warranting principle, the purpose of this paper is to fill the gap and examine...
