The differential impact of user- and firm-generated content on online brand advocacy: customer engagement and brand familiarity matter
- Aljarah, A.
- Sawaftah, D.
- Ibrahim, B.
- Lahuerta-Otero, E.
Zeitschrift:
European Journal of Innovation Management
ISSN: 1460-1060
Datum der Publikation: 2022
Art: Artikel