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E-WOM as an Asset of Branded Content Strategies: A Conceptu..:

, In: Advances in Marketing, Customer Relationship Management, and E-Services; Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape,
Llorente-Barroso, Carmen ; Kolotouchkina, Olga ; Ferreira, Ivone - p. 367-383 , 2022
Link: https://doi.org/10.4018/978-1-6684-3971-5.ch016