A sociosemiotic approach to consumer engagement in user-generated advertising
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DOI: 10.1080/10350330.2017.1381452
Abstract: ABSTRACT User-generated advertising (UGA) has been booming over the past few years as marketers have been actively seeking to enhance consumer engagement. Yet, our understanding of the implications, the importance and the potential of UGA… read more here.
Keywords: sociosemiotic approach; consumer; engagement; consumer engagement ... See more keywords