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Keywords: Brand-related user-generated content
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Journal Articles
Journal:
Information Technology & People
Information Technology & People (2020) 33 (4): 1281–1302.
Published: 15 January 2020
.../approach A scale development process was undertaken to develop the scale for brand-related user-generated content (BRUGC). Then the authors tested the antecedents and consequences of BRUGC using 375 responses obtained through a mall-intercept survey. The hypotheses were tested using structural equation...
