Search
Now showing items 1-2 of 2
A survey of brand co-creation and online brand community engagement with U.S. consumers
(University of Missouri--Columbia, 2020)
and White American SNS users. To the researcher's knowledge, this is the first study to evaluate both brand co-creation and OBC engagement within the context of SNSs. The study contributes to branding and advertising research and practice by examining what...
Human vs. machine as message source in advertising: examining the persuasiveness of brand influencer type and the mediating role of source credibility for advertising effectiveness in social media advertising
(University of Missouri--Columbia, 2022)
, and creative expression across social networks" (McMillan and Childers, 2017, p. 52). Influencer marketing is a crucial component of social media marketing, which is projected to become a $10 billion market by 2023 (Tan, 2019). The primary contribution...