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Keywords: Beauty brands
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Journal Articles
Journal of Advances in Management Research (2024) 21 (4): 584–604.
Published: 03 June 2024
...Shelleka Gupta; Ronnie Dutt Purpose This study attempts to enrich the digital content marketing (DCM) literature by identifying consumer-based DCM consumption motives and the preferable content dissemination platforms and formats to fulfil these motives exclusively in the context of beauty brands...
