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Keywords: Earned social media
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Journal Articles
Journal of Research in Interactive Marketing (2021) 15 (1): 86–103.
Published: 11 February 2021
... [called earned social media (ESM) (Colicev et al., 2018 , p. 39)]. In addition, this research not only considers the role of the content published by influencers in encouraging consumption, but also considers its role in encouraging anti-consumption. Therefore, the purpose of the present study...
