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Keywords: Product category
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Journal Articles
Journal of Research in Interactive Marketing (2019) 13 (4): 492–508.
Published: 29 October 2019
...Georgia-Zozeta Miliopoulou Purpose The purpose of this paper is to investigate how the degree of investment and involvement attributed to specific product categories, affect content marketing plans and practices on the Web and social media. Design/methodology/approach This is a conceptual...
