The differential impact of user- and firm-generated content on online brand advocacy: customer engagement and brand familiarity matter

  1. Aljarah, A.
  2. Sawaftah, D.
  3. Ibrahim, B.
  4. Lahuerta-Otero, E.
Journal:
European Journal of Innovation Management

ISSN: 1460-1060

Year of publication: 2024

Volume: 27

Issue: 4

Pages: 1160-1181

Type: Article

DOI: 10.1108/EJIM-05-2022-0259 GOOGLE SCHOLAR
Data source: Scopus