Worcester Research and Publications

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WRaP is a collection of research papers and university publications. It presents the academic and creative work of the university. You are welcome to look for and obtain items of interest and make contact with the authors and creators.

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Naeem, Muhammad and Okafor, S. (2019) User-Generated Content and Consumer Brand Engagement. In: Leveraging Computer-Mediated Marketing Environments. Advances in Marketing, Customer Relationship Management, and E-Services . IGI Global, Hershey, PA, USA, pp. 193-220. ISBN 9781522573449

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