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Journal of Promotion Management Volume 29, 2023 - Issue 2
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Consumer Generated Ads versus Celebrity Generated Ads: Which Is the Best Method to Promote a Brand on Social Media?

Elisabeth Robinota Département de Marketing, École des Sciences de la Gestion, Université du Québec à Montréal, Montréal, Québec, CanadaORCID Iconhttps://orcid.org/0000-0002-1295-6873
ORCID Icon,
Harold Boecka Département de Marketing, École des Sciences de la Gestion, Université du Québec à Montréal, Montréal, Québec, CanadaCorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0003-3365-7511
ORCID Icon &
Léo Trespeuchb Département de Marketing et Systèmes d'Information, École de Gestion, Université du Québec à Trois-Rivières, Trois-Rivières, Québec, CanadaORCID Iconhttps://orcid.org/0000-0003-1236-0655
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Pages 157-181 | Published online: 28 Dec 2022

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Omar Sharief & Tamer H. Elsharnouby. (2024) What Makes Customers More Engaged on Social Media? An Investigation of Customers’ Responses to Brand-Generated Content on Twitter. Journal of Promotion Management 30:1, pages 49-76.
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Pradeep Korgaonkar, Enrique Becerra & Juan Carlos Londoño. (2023) Why is Social Network Site Advertising Ineffective? Seeking Answers Using a Holistic Theoretical Framework, Multi-Platform Approach. Journal of Promotion Management 0:0, pages 1-30.
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