Digital brand content: underlying nature and rationales of a hybrid marketing practice
Author:
Affiliation:
1. Marketing Department, IPAG Business School, Paris, France
Publisher
Informa UK Limited
Subject
Marketing,Strategy and Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/0965254X.2021.1907612
Reference36 articles.
1. What Motivates Consumers To Re-Tweet Brand Content?
2. Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement
3. Evolution of a service ecosystem: Longitudinal evidence from multiple shared services centers based on the economies of worth framework
4. A DYADIC EXAMINATION OF INSPIRATIONAL FACTORS DRIVING B2B SOCIAL MEDIA INFLUENCE
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