USER-GENERATED CONTENT. STRUCTURAL MODEL OF TRUST FORMATION
User-generated content (UGC) is information produced outside of professional procedures and practices and published online. To build a social network around a brand, brand-related UGC is crucial. This study combines several ideas to suggest a structural S-O-R model that takes cognitive-affective-con...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Igor Sikorsky Kyiv Polytechnic Institute
2022-09-01
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| Series: | Ekonomìčnij Vìsnik Nacìonalʹnogo Tehnìčnogo Unìversitetu Ukraïni "Kiïvsʹkij Polìtehnìčnij Institut" |
| Subjects: | |
| Online Access: | https://ev.fmm.kpi.ua/article/view/264655 |
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