Browsing Science in Marketing by Author "SHARIF, OMAR"
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EXPLORING HOW BRAND-GENERATED CONTENT CREDIBILITY AND TYPE SHAPE CUSTOMER ENGAGEMENT ON SOCIAL MEDIA: EMPIRICAL EVIDENCE FROM TWITTER
SHARIF, OMAR (2021 , Master Thesis)The thesis explores the phenomenon of brand-generated content on social media, explaining how its credibility and type shape customer engagement. The study examines how the source credibility (content generated independently ...