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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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@misc{rosada_julia_2025_17827,
  author       = {Rosada, Julia and
                  Heynicke, Magdalena and
                  Heitmann, Mark},
  title        = {{When Brand Hashtags Backfire: Investigating the 
                   Impact of Brand Hashtags in User-Generated Content}},
  month        = aug,
  year         = 2025,
  doi          = {10.25592/uhhfdm.17827},
  url          = {https://doi.org/10.25592/uhhfdm.17827}
}
Publication date:
August 13, 2025
DOI:
10.25592/uhhfdm.17827

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