Brand-related user-generated content on social media: the roles of source and sponsorship
研究品牌相关用户生成内容的来源（好友还是名人）与赞助形式（有机还是付费）如何共同影响消费者的归因、品牌态度和遵从推荐意愿。
Purpose The purpose of this paper is to investigate how the source of brand-related user-generated content (UGC) (a close friend vs a celebrity) interacts with content sponsorship (organic UGC vs sponsored UGC) to influence consumer causal attributions, brand attitude, and intention to comply with the recommendation.