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Keywords: Contenido generado por la empresa
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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
... dimensiones del contenido generado por el usuario (UGC) y del contenido generado por la empresa (FGC) sobre la intención de uso de marca (BUI) de marcas deportivas en plataformas SM, a través de la confianza en la marca (BT) y el compromiso con la marca (BE). Diseño/metodología/enfoque Se recopilaron...
Includes: Supplementary data
