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When Brand Hashtags Backfire: Investigating the Impact of Brand Hashtags in User-Generated Content

Rosada, Julia; Heynicke, Magdalena; Heitmann, Mark

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Publication date:
August 13, 2025
DOI:
10.25592/uhhfdm.17827

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Version 1 10.25592/uhhfdm.17827 Aug 13, 2025
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