Unlocking Social Media Success: How Prosumers Drive Brand Engagement through Authentic Conversations with Consumers - Malodia, Suresh; Filieri, Raffaele; Otterbring, Tobias; Dhir, Amandeep (British journal of management, 2024)
Keywords: Authenticity; Brands; Business administration; Consumers; Humanities and Social Sciences; Marketing; Mass media; Social media; Social networks; Sponsorship; brand engagement; prosumers; social media content; authenticity