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Keywords: Media richness
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Journal Articles
Journal of Product & Brand Management (2020) 29 (5): 533–545.
Published: 22 October 2019
... to action [CTA]) and media richness (e.g. video, photo and text) are most effective at inducing consumers to exhibit clicking, liking, commenting and sharing behaviors toward branded content. Design/methodology/approach This study analyzes 757 Facebook-based brand posts from a media and entertainment...
