How does brand-related user-generated content differ across social media? Evidence reloaded

In light of the relevant changes in the social media environment in recent years, this paper extends the theoretical framework of user-generated content (UGC) dimensions and updates evidence on how brand-related UGC characteristics vary across social media. Using content analysis and statistical ana...

Full description

Saved in:
Bibliographic Details
Published in:Journal of business research 2019-03, Vol.96, p.322-339
Main Authors: Roma, Paolo, Aloini, Davide
Format: Article
Language:English
Subjects:
Brand
Change
Social media
Social media marketing
User generated content
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!