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Keywords: Content relevance
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2025) 43 (8): 1644–1659.
Published: 23 April 2025
... familiarity and content relevance using Instagram Stories. Design/methodology/approach A 2 × 2 between-subjects experimental design was employed, involving 464 customers of a coffee shop in the United States. Findings The results show that ephemeral CSR messages (Instagram stories) predict less CSR...
