Wang, Ye; Qiao, Fei; & Peng, Wei (2015). Is the size or the valence of proactive engagement associated with purchase intention? A Case study of branded blogs of Starbucks. International Journal of Strategic Communication, 9(3), 197-216. Summary With an increasing number of organizations and brands involved in content marketing, it is becoming increasingly urgent for … Continue reading Is the Size or the Valence of Proactive Engagement Associated with Purchase Intention? A Case Study of Branded Blogs of Starbucks