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Keywords: Credible content delivery
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Journal Articles
Developing brand advocacy through brand activities on Facebook
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Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2021) 38 (3): 328–338.
Published: 09 April 2021
...Youngtae Choi; Michael W. Kroff; Junga Kim Purpose This paper aims to investigate how brands’ social media activities (credible content delivery, co-creation and responsiveness) impact brand advocacy. The paper also examines the influence of brand advocacy on purchase intentions of brand advocates...
