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Keywords: Museum generated content
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2019) 23 (1): 95–117.
Published: 03 April 2019
... more information-literate, and their needs and expectations are becoming more sophisticated (Cristobal-Fransi et al., 2017 ; Marty, 2008). Therefore, marketer-generated content (i.e. museum-generated content – MGC) has become an indispensable marketing tool through which to interact...
