Author

U. Kumar

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Review Oct 2026

Data-driven Consumer Analytics from Social Media User-generated Content

This study examines how user-generated content (UGC) shapes consumer perceptions of peer advertising on social media. Drawing on cognitive learning theory, social exchange theory and social identity theory, the study employs a two-phase mixed-methods design combining an experiment and a survey to identify and validate...

M. Shareef, Raihan Sharif, Irfan Butt et al. · Global Business Review · 0 citations