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Keywords: Branded content experience
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Journal Articles
Journal:
Online Information Review
Online Information Review (2021) 45 (5): 964–982.
Published: 18 February 2021
.../methodology/approach Data were collected from 20 participants using semi-structured interviews. Thematic analysis was used to analyse the qualitative data. Findings The results identify seven types of branded content experience which are evoked when customers interact with branded content on social media...
