Enhancing brand equity through branded content experience on social media: Developing and testing a moderated mediation model.

Waqas, Muhammad; Waseem, Muhammad Adnan; Wajid, Nauman; Irfan, Irfan

doi:10.1037/ppm0000537

Psychology of Popular Media

2024

DOI: 10.1037/ppm0000537

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Enhancing brand equity through branded content experience on social media: Developing and testing a moderated mediation model.

Muhammad Waqas,

Muhammad Adnan Waseem,

Nauman Wajid

et al.

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Enhancing brand equity through branded content experience on social media: Developing and testing a moderated mediation model.

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References 66 publications

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