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Keywords: Marketer-generated content
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2019) 36 (1): 206–217.
Published: 06 February 2019
...Mira Lee; Jieun Lee; Elizabeth Quilliam Purpose This study examined both American and Korean consumers’ motivation to share marketer-generated content (MGC) on Facebook and how these motives are related to the frequency of various types of sharing activities and the frequency of sharing various...
