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Keywords: Brand engagement
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2026) 30 (3): 282–302.
Published: 23 May 2025
... and examining the effect of user-generated content (UGC) and firm-generated content (FGC) dimensions on the brand usage intention (BUI) of sports brands across SM platforms through brand trust (BT) and brand engagement (BE). Design/methodology/approach Responses were collected from 945 sports brand users...
Includes: Supplementary data
