Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty
Branded content marketing serves as an ongoing conversation between brands and consumers. Creating value-rich information that breaks through the noise and that can accelerate brand building has been a standing challenge for many brands. Informed by extant literature on content marketing, this study...
| Main Authors: | , |
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| Format: | Journal Article |
| Language: | English |
| Published: |
2022
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| Online Access: | https://hdl.handle.net/10356/155023 |