HIGHLIGHTS
- who: Joanne T. Cao and colleagues from the University of Southern Mississippi have published the paper: Sophisticated vs. Rugged: Examining Gendered Brand Communication Styles and Social Media Engagement, in the Journal: (JOURNAL)
- what: Advertising and managers understand that not all brands need to be on but what is not clearly understood is consumers` expectations for brands that are on Therefore this study investigates the impact of specifically and brands and on consumers` expectations. This study provides advertising and marketing managers with insight to make better decisions regarding allocating marketing resources on social media platforms and . . .
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