Blar i BI Open på forfatter "DONG, YI"
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Enhancing brand engagement through social media video content: A quantitative analysis of tech brands on YouTube Shorts
DONG, YI; Ueland, Sindre Aaseng (Master thesis, 2023)This study aims to understand the role of social media content on users’ engagement behavior. More specifically, the direct effects of brand prominence and content richness on users’ passive and active engagement behavior; ...