Journal Article10.1057/s41262-021-00268-0
Branded content experience in social media settings: a consumer culture theory perspective
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About: This article is published in Journal of Brand Management. The article was published on 09 Jan 2022. The article focuses on the topics: Social media & Employer branding.
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Citations
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The role and forms of social media branded content driving active customer engagement behaviours
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TL;DR: This study explores how different types of branded social media content drive active customer engagement, identifying three core drivers: functional, hedonic, and symbolic motivations, and varying levels of engagement from low to high involvement in the attention economy.
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References
Disjuncture and Difference in the Global Cultural Economy
TL;DR: Most often, the homogenization argument subspeciates into either an argument about Americanization, or anargument about "commoditization", and very often the two arguments are closely linked as discussed by the authors. But these arguments fail to consider that at least as rapidly as forces from various metropolises are brought into new societies they tend to become indigenized in one or other way.
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