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Journal Articles
Qualitative Market Research: An International Journal (2024) 27 (2): 231–253.
Published: 08 January 2024
...Jack Wei Purpose Social media marketers are keen to understand how viewers perceive their brands on a platform and how the learning experiences from content can impact their attitudes toward a brand. This study aims to focus on examining the effect of firm-generated content (FGC) on X (formerly...
