Izogo, Ernest; Mpinganjira, Mercy - In: Journal of Research in Interactive Marketing 16 (2021) 3, pp. 365-383
Purpose: Marketer-generated value-laden social media digital content marketing (VSM-DCM) relates to content that is neither too “pushy” nor too “pully.” On the foundation of media engagement, motivation- and attitude-based theories, this study rationalizes and investigates the mechanism...