What is it about?
Digital content is stimuli generated by firms that fosters consumer motivations and activates their engagement and engagement response. This study develops a comprehensive generic framework called Mirroring Digital Content Marketing framework (MDCM) that encompasses firm and consumer perspectives.
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Why is it important?
Usually we have information only feom company side and some analytics on newsletter and website performances. Now we can use these data to understand users' perceptions of these materials.
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This page is a summary of: Mirroring digital content marketing framework: capturing providers’ perspectives through stimuli assessment and behavioural engagement response, European Journal of Marketing, October 2023, Emerald,
DOI: 10.1108/ejm-03-2021-0158.
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