Sell the World, Not Just the Product: How Brand World Content Creates Engagement
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Four studies combine an analysis of 800 Instagram and Facebook posts, including 792 eligible for engagement analyses, with three experiments involving 1,409 participants. In the observational study, brand world content is associated with 41.3% more expected interactions. The experiments provide evidence consistent with anticipated brand belonging as a mechanism linking content orientation to engagement.
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Zenodo创建时间：
2026-11-03
