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Keywords: Branded content
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Journal Articles
Toward state-of-the-art on social marketing research in user-generated content (UGC) and influencers
Journal:
Journal of Management Development
Journal of Management Development (2023) 42 (6): 425–435.
Published: 16 March 2023
.... (2010) found a positive correlation between engagement and intrinsic (personal) motivations for creating UGC, with content stimulation through the provision of branded content being a determinant of this (Kang, 2018 ; Wirtz et al., 2013). On the effects of UGC on brands, Nagoya et...
