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1. THE EFFECTIVENESS OF USER- AND MARKETER-GENERATED CONTENT

open_access
Open Access
Author:
Miao, Jingnan
Title:
THE EFFECTIVENESS OF USER- AND MARKETER-GENERATED CONTENT
Area of Honors:
Advertising/Public Relations
Keywords:
Advertising
user-generated content
marketer-generated content
purchase intention
customer brand engagement
attitude towards brand
attitude towards ad
File:
Download Miao_Jingnan_UGCMGC.pdf
Thesis Supervisors:
Francis Erin Dardis, Thesis Supervisor
Francis Erin Dardis, Thesis Honors Advisor
Fuyuan Shen, Faculty Reader

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