A GIM study found that high-quality firm-generated social media content drives brand engagement, while user-generated content does not directly influence it. The research highlights brand credibility and equity as key drivers of meaningful consumer engagement.
Beijing: An Asian American who is one of the biggest pop stars in China apologised to his family and fans on Monday and said he will take a break from performing after a public dispute on social media with his ex-wife, who accused him of infidelity and hiring prostitutes. The days long back-and-forth has riveted […]
