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A study by the Goa Institute of Management explores how firm-generated content on social media elevates brand engagement and trust, contrasting user-generated content which shows lesser impact. The ...

User-generated social media content quality does not show a direct influence on engagement for brands, a new study by the Goa ...

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Study reveals user-generated content has no direct impact on brand engagement. Firm-generated content is key for building trust and loyalty.

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