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International Journal of Advertising
The Review of Marketing Communications
Volume 40, 2021 - Issue 3
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Articles

Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty

Chen Loua Wee Kim Wee School of Communication and Information, Nanyang Technological University, SingaporeCorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0002-5506-5835View further author information
ORCID Icon &
Quan Xieb Temerlin Advertising Institute, Southern Methodist University, Dallas, TX, USAORCID Iconhttps://orcid.org/0000-0002-5768-0671View further author information
ORCID Icon
Pages 376-402 | Received 07 Nov 2019, Accepted 24 Jun 2020, Published online: 02 Jul 2020

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