Work

Does non-hard-sell content really work? Leveraging the value of branded content marketing in brand building

Year: 2019

Type: article

Study design: Clinical Trial

Source: Journal of Product & Brand Management

DOI: 10.1108/jpbm-07-2018-1948

Authors: Chen Lou, Quan Xie, Yang Feng, Wonkyung Kim

Institutions: Nanyang Technological University, Southern Methodist University, San Diego State University, Beijing Normal-Hong Kong Baptist University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2947531401

FWCI: 8.733

Cites: 58

Cited by: 111

Related to: 10