Building a tribe on Instagram: How User-generated and Firm-created Content can drive brand evangelism and fidelity
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DOI: 10.1080/13527266.2024.2338788
Abstract: ABSTRACT The social media revolution has significantly transformed marketing plans and practices in the business world. Firm-Created Content (FCC) and User-Generated Content (UGC) serve as critical social media communication tools for brands to connect and… read more here.
Keywords: evangelism fidelity; fcc ugc; brand evangelism; brand ... See more keywords