Creative Appeals in Firm-Generated Content and Product Performance.
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| Title: | Creative Appeals in Firm-Generated Content and Product Performance. |
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| Authors: | Mu, Jifeng1,2 microfoundation@outlook.com, Zhang, Jonathan3 jonathan.zhang@colostate.edu, Borah, Abhishek4 abhishek.borah@insead.edu, Qi, Jiayin5,6 qijiayin@139.com |
| Source: | Information Systems Research (INFORMS). Mar2022, Vol. 33 Issue 1, p18-42. 25p. |
| Database: | Business Source Ultimate |
| ISSN: | 10477047 |
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| DOI: | 10.1287/isre.2021.1051 |
