Building a tribe on Instagram: User-generated and Firm-created Content can drive brand evangelism and fidelity,Journal of Marketing Communications

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Building a tribe on Instagram: User-generated and Firm-created Content can drive brand evangelism and fidelity
Journal of Marketing Communications Pub Date : 2024-04-15 , DOI: 10.1080/13527266.2024.2338788
Blend Ibrahim ₁ , Joe Hazzam ₂ , Sikandar Ali Qalati ₃ , Ahmad Aljarah _{4,

5} , Paul Dobson ₂

Affiliation

The social media revolution has significantly transformed marketing plans and practices in the business world. Firm-Created Content (FCC) and User-Generated Content (UGC) serve as critical social m...

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