Davcik, Nebojsa S.; Langaro, Daniela; Jevons, Colin; … - In: Journal of Product & Brand Management 31 (2021) 1, pp. 163-174
Purpose: This study aims to investigate whether users’ engagement with a social media platform is affected as they engage in non-sponsored brand-related user-generated content (UGC). The concept of non-sponsored brand-related UGC encapsulates various social media patterns in which individuals...
