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Journal Articles
Maria Santos-Corrada, Jose A. Flecha-Ortiz, Evelyn Lopez-Gonzalez, Virgin Dones-Gonzalez, Melissa Cortina-Mercado
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC 1–25.
Published: 24 February 2026
... seeking can lead to active engagement by fulfilling fun and knowledge needs (Meservy et al., 2019). Engagement with the media encourages consumers to actively create and contribute content, aid visibility and make decisions (Heng Wei et al., 2023). These gratifications, combined...
