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Keywords: Advocacy
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2025) 39 (10): 54–72.
Published: 09 April 2025
...Roberta De Cicco; Barbara Francioni; Ilaria Curina; Marco Cioppi Purpose This study aims to investigate the impact of educational digital content (EDC) creators on perceived content quality, consumer engagement, brand attitude and advocacy intention. Design/methodology/approach The research...
