Exploring consumer motives for engagement with branded content on Instagram: A focus group study in Turkey.

Social media branded content has become essential in digital marketing strategies, serving as a key component for consumer engagement through the consumption, contribution, and creation of brand-related content activities. The purpose of this study is to explore content-driven motives that lead to e...

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Detalles Bibliográficos

Publicado en:	Atlantic Journal of Communication Vol. 34; no. 1; pp. 56 - 79
Autores principales:	Kocak, Esra, Nasir, V. Aslihan, Turker, Hande B.
Formato:	Artículo
Publicado:	Taylor & Francis Ltd Jan-Mar2026
Materias:	Instagram (Web resource) Internet marketing Customer relations Focus groups Smartphone industry Brand name products Türkiye
Acceso en línea:	Ver este registro en EBSCOhost