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Keywords: S-O-R framework
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Journal Articles
Journal of Product & Brand Management (2020) 29 (3): 387–408.
Published: 22 October 2019
... emotional connection and drive consumer-brand engagement. Marketers should be aware that consumer-generated media stimuli influence consumers’ emotions and their reaction. Originality/value This study is one of the firsts to adapt and apply the S-O-R framework in explaining online consumer-brand...
