Measuring brand-related content in social media: a socialization theory perspective

What is it about?

Consumer socialisation using social media has become a significant part of digital marketing. We develop a brand-related user-generated content scale through a rigorous scale development process. It thus contributes to consumer socialization theory literature in considering social media as a socialization agent. The findings provide valuable insights for both academicians and social media managers and aid in enhancing brand-related user-generated content.

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