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The impact of content marketing as a sponsorship activation strategy on online customer engagement

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  • Tribak Imad

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  • Tribak Imad, 2025. "The impact of content marketing as a sponsorship activation strategy on online customer engagement," Prosperitas, Budapest Business University, vol. 12(2), pages 1-38.
    • Handle: RePEc:bbs:prospe:v:12:y:2025:i:2:p:1-38
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    References listed on IDEAS

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    1. Liao, Junyun & Chen, Jiada, 2024. "The authenticity advantage: How influencer authenticity management strategies shape digital engagement with sponsored videos," Journal of Business Research, Elsevier, vol. 185(C).
    2. Alexander Bleier & Maik Eisenbeiss, 2015. "Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where," Marketing Science, INFORMS, vol. 34(5), pages 669-688, September.
    3. Gert Human & Benedikt Hirschfelder & Jacques Nel, 2018. "The effect of content marketing on sponsorship favorability," International Journal of Emerging Markets, Emerald Group Publishing Limited, vol. 13(5), pages 1233-1250, November.
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