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    Authors: Mummalaneni, Simha Yoganarasimhan, Hema Pathak, Varad

    Source: Marketing Science (INFORMS). Jul/Aug2026, Vol. 45 Issue 4, p791-815. 25p.

    Subject Terms: *User-generated content, *Field research, Individual differences, Digital technology, Human behavior, Instrumental variables (Statistics)

    Reviews & Products: Twitter (Web resource)

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