Challenging Traditional Culture? How Personal and National Collectivism-Individualism Moderates the Effects of Content Characteristics and Social Relationships on Consumer Engagement with Brand-Related User-Generated Content

Journal of advertising, 2019-03, Vol.48 (2), p.197-214 [Peer Reviewed Journal]

2019 The Author(s). Published with license by Taylor & Francis Group, LLC 2019 ;2019 The Author(s). Published with license by Taylor & Francis Group, LLC ;ISSN: 0091-3367 ;EISSN: 1557-7805 ;DOI: 10.1080/00913367.2019.1590884

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