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Keywords: Ephemeral content
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Journal Articles
Khoi Minh Nguyen, Ngan Thanh Nguyen, Thao Thi Xuan Pham, Nhi Huynh Man Tran, Ngoc Chung Bao Cap, Vy Khanh Nguyen
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2026) 30 (1): 2–30.
Published: 20 January 2025
...Khoi Minh Nguyen; Ngan Thanh Nguyen; Thao Thi Xuan Pham; Nhi Huynh Man Tran; Ngoc Chung Bao Cap; Vy Khanh Nguyen Purpose This study aims to explore how ephemeral content marketing enhances brand love and customer engagement, with a focus on the mediating role of brand authenticity, self-brand...
