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Keywords: User engagement
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Journal Articles
Journal of Product & Brand Management (2022) 31 (1): 163–174.
Published: 28 May 2021
...Nebojsa S. Davcik; Daniela Langaro; Colin Jevons; Rita Nascimento Purpose This study aims to investigate whether users’ engagement with a social media platform is affected as they engage in non-sponsored brand-related user-generated content (UGC). The concept of non-sponsored brand-related UGC...
