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Keywords: Marketing communication
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Journal Articles
Journal of Product & Brand Management (2026) 35 (3): 415–428.
Published: 14 May 2025
... Marketing communication Social media marketing Storytelling Virtual brand ambassador Virtual influencer Social media platforms, such as Instagram, have become key commercial avenues for influencer marketing, particularly the use of influencers as brand ambassadors (Childs, 2022). Virtual...
Journal Articles
Journal of Product & Brand Management (2021) 30 (7): 990–1015.
Published: 22 October 2020
...June-Hyuk Kwon; Seung-Hye Jung; Hyun-Ju Choi; Joonho Kim Purpose This study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer engagement (CE), brand trust and brand loyalty. Design...
